Employer Branding for Talent Attraction in the Indonesian Mining Industry

Many organizations have considered implementing employer branding (EB) to gain major advantage in the war for talent. One of the industries that needs to pay concern on EB is the mining industry in Indonesia, considering its talent scarcity and limited talent pool. There were, however, few empirical studies about it in Indonesia. Thus, this study is aimed to analyze the concept of EB in several mining companies in Indonesia, then comparing it with the potential talents expectation toward the companies. The research method used in this study is content analysis on companies' website and Focus Group Discussion to seven final year students majoring in Mining at ITB. The result shows that some of the potential talents expectations can be found on the website, while some of them are not. This study, therefore, suggests that company should provide clear information about its offers based on the potential talents' expectations in order to attract them.