Utilization Of Human Resources Analytics In Corporate Strategic Decision Making at PT Coca Cola Amatil Indonesia
DOI:
https://doi.org/10.62007/joumi.v3i2.505Keywords:
Employer Branding, Millennials, Employee Retention, Technology Companies, Work InterestAbstract
This study examines the influence of employer branding on millennial employee interest and retention in technology companies. The millennial generation, born between 1981-1996, now dominates the global workforce with a 35% proportion in 2024, while the technology sector experiences employee turnover rates of up to 13.2% annually. The research employed a quantitative method with surveys of 385 millennial employees from 15 technology companies in Jakarta and Bandung. Results indicate that employer branding significantly influences millennial work interest with a coefficient of determination R² = 0.742, and employee retention with R² = 0.689. The dimensions of compensation and benefits (β = 0.324), positive work environment (β = 0.298), and career development opportunities (β = 0.267) emerged as the most influential factors. Companies with strong employer branding demonstrated 78% higher retention rates compared to those with weak branding. These findings provide practical implications for technology company management to optimize employer branding strategies in attracting and retaining millennial talent.
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