Analisis Strategi Employer Branding Dalam Meningkatkan Minat Mahasiswa Magang : Studi Kasus Hotel Radisson Blu Bali Uluwatu

Analysis of Employer Branding Strategy in Enhancing Student Internship : A Case Study of Radisson Blu Bali Uluwatu Hotel

Abstract

The hotel industry requires employer branding strategies to attract students as potential talent through internship programs, particularly when trainee needs do not always align with academic calendars. This study aims to analyze the employer branding strategy implemented by Radisson Blu Bali Uluwatu in attracting students to participate in its internship program and to examine students’ perceptions of the strategy in shaping internship interest. This study employed a qualitative approach using a case study method. The informants consisted of 11 participants: one Senior People & Culture representative, five students currently undertaking internships, and five students who had completed their internships. Data were collected through semi-structured interviews, participatory observation, and documentation, and analyzed using the Miles, Huberman, and Saldaña model with the assistance of NVivo. The findings show that employer branding was implemented through strengthening the hotel’s image, promotion, cooperation with educational institutions, benefits, a supportive work environment, mentoring, and learning opportunities through real work experiences. Students generally perceived the hotel’s employer branding positively based on interest value, social value, economic value, development value, and application value. These strategies contributed to students’ interest in choosing, undertaking, and recommending the internship program