Analyzing Current Trends in Career Choices and Employer Branding from the Perspective of Millennials within the Indonesian Energy Sector

Dzikri Firmansyah Hakam (), Fajar Nurrohman Haryadi, Harry Indrawan, Muhammad Hanri, Lazuardi Imani Hakam, Ova Kurniawan and Andreas Putro Purnomoadi
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Dzikri Firmansyah Hakam: School of Business and Management, Institut Teknologi Bandung, Bandung 40132, Indonesia
Fajar Nurrohman Haryadi: PT. PLN (Persero) Puslitbang Ketenagalistrikan (Research Institute), Jl. PLN Duren Tiga No. 102, Pancoran, Jakarta 12760, Indonesia
Harry Indrawan: PT. PLN (Persero) Puslitbang Ketenagalistrikan (Research Institute), Jl. PLN Duren Tiga No. 102, Pancoran, Jakarta 12760, Indonesia
Muhammad Hanri: Faculty of Economics and Business, Universitas Indonesia, Jakarta 16424, Indonesia
Lazuardi Imani Hakam: Faculty of Economics and Business Education, Universitas Pendidikan Indonesia, Bandung 40132, Indonesia
Ova Kurniawan: PT. PLN (Persero) Puslitbang Ketenagalistrikan (Research Institute), Jl. PLN Duren Tiga No. 102, Pancoran, Jakarta 12760, Indonesia
Andreas Putro Purnomoadi: PT. PLN (Persero) Puslitbang Ketenagalistrikan (Research Institute), Jl. PLN Duren Tiga No. 102, Pancoran, Jakarta 12760, Indonesia

Energies, 2024, vol. 17, issue 11, 1-25

Abstract: This study aims to investigate the factors that influence millennials’ perceptions and preferences in regard to career choices within the state-owned energy sector in Indonesia. The research objective is to understand how to remain competitive in the current disruptive job market by examining a company’s recruitment and retention strategies, and analyzing data collected through econometric surveys. Factors significantly affecting the willingness to work at PLN include its past and present reputation, product societal impact, CSR efforts, and the individual’s gender, age, and job-seeking status, with positive views on PLN and its CSR activities encouraging the inclination to work there. Income expectations are influenced by similar aspects—PLN’s reputation, its product’s societal role, and CSR initiatives—alongside gender and education level, particularly for those with undergraduate or Master’s degrees. Notably, favorable perceptions of PLN and higher educational attainment are linked to increased salary expectations. The results from the survey indicate that a significant proportion of respondents, over 80%, expressed a desire to work at one of Indonesia’s state-owned energy companies (PLN), with a desired monthly salary of IDR 7,466,905. Furthermore, when compared to other state-owned energy companies in Indonesia, PLN holds a strong position, ranking second among this type of companies. This study provides valuable insights for energy companies in Indonesia, by understanding the career preferences of millennials and aligning their employer branding strategies accordingly, in order to remain competitive in the current job market.

Keywords: millennials; career choice; energy sector; survey (search for similar items in EconPapers)
JEL-codes: Q Q0 Q4 Q40 Q41 Q42 Q43 Q47 Q48 Q49 (search for similar items in EconPapers)
Date: 2024
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