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

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.