INTERNAL BRANDING ON MILLENIAL WORKERS

INTERNAL BRANDING ON MILLENIAL WORKERS 1 ANANDA FORTUNNISA, 2RISKA DWINDA ELSYAH, 3IFAT ZAKIYYATUL FATHIHAH, 4 SYELVIA ANANDA 1,2,3,4 Universitas Bakrie, Indonesia E-mail: [email protected], [email protected], [email protected], 4 [email protected] Abstract - This paper was designed to explain about internal branding in corporation through millenial workers in relation to the way employees work and also millenials’ expectations of the company. This paper using literature review of internal branding and compare with the information about millenial generation characteristics by using 5 components that affect internal branding. This paper is finding the process flow, the nature, and the association of two variables between millenial characters and 5 components that affect internal branding to find the right way for the implementation of internal branding activities into millenial workers. Research on this paper is limited to those employees who belong to the age of millenial within the company and includes variables that affect internal branding and the connection with millenial workers. This paper examine linkages internal branding activity against millenial workers and find the factors that influence the effectiveness of internal branding activity against the character of millenial workers. Keywords - Millenial Workers, Internal Branding, Millenial Expectations, Branding 1. INTRODUCTION millenials’ expectation within the company. Thats why, it is very important to the company learn more about millenial expectation and also the characteristics of this generation. The purpose of this journal is as appropriate referrals and find the best way and flow of internal branding activites into the millenias’ generation adapted to their character and also their expectation within the company. The situation of the company now is in a very competitive environment which continues on the many challenges and obstacles encountered to be able to survive in the workplace (Grace, 2008), In improving competitiveness, companies using the brand to offer a product identity that distinguishes it from competitors' products. Brand is generally set up in a few words, symbols, designs, or a particular symbol. A good image of a brand or organization has an impact will be beneficial, and at the same time the negative image would hurt the good name of company. In improving the company brand known name of internal branding and employer branding as a form of corporate brand presented through behavior and attitude of the employees working in the company. For companies, the proper way to project the brand company to the eyes of consumers is by providing proper brand representation of employees on customer service that company give to them. Therefore, understand how the right internal branding for the company is necessary in improving the effectiveness of corporate branding. On this era, millenial generation became the generation who dominate the population of almost every country in the world as the part of demographic bonus. Therefore, the millenial generation can also be certain to dominate the workplace at the company. Understanding the right way in the internal branding on millenial workers can be the best way for companies to survive and also win the competitive advantage in the era of the demographic bonus. But, there are so many differences between millenial generation and the previous generation like Generation X and generation Y. Its because the situation of millenials’ life that influenced of the technology information. Technology affect 2.1. INTERNAL BRANDING According to Allan (2007), the brand is not only a good name (good name) of a product, organization, or the name of the place but also a promise suppose promise on quality, promises on the sales performance, and so on. The effectiveness of a corporate brand can be achieved by balancing between the external orientation of the Company. Therefore, it is important for internal party companies to participate are employees understand the brand company in presenting or giving brand promise to external companies (Carley, Khanyapuss, & Ranis , 2010), This is because the employee is the center of corporate brand management, which according to (Ind, 1998)employees have the potential to make or ruin the corporate brand. To that end, the proper guidance to employees with a brand value of the company can determine the existence of a competitive advantage for companies (Pringle & Thompson, 2001), According to (Heskett, 1987)Internal quality of service is a key driver of customer satisfaction, and performance improvements to the company performance and increased profitability. To that end, all the individual employees of the company should be able to provide the best services in order to convince the creation of a brand promise that in accordance with the wishes of consumers and Proceedings of Sciencefora International Conference, Kuala Lumpur, Malaysia, 19th October, 2019 1 Internal Branding on Millenial Workers demographic dividend that the number of people of productive age more and more increased while the less of advanced age and the age of the children is not too much. These are in the productive age millenial generation are known to dominate the population of today's society. Indirectly, millenial generation will dominate in the enterprise workspace and occupied many areas of work in the company. Therefore, to understand the character and behavior of millenial generation is important to be done by the company, especially in increasing the effectiveness of internal branding. companies. This is related to the effectiveness of internal branding, which leads to staff who deal directly with consumers and employees in the back office. In conclusion, all employees of each department in the company needs to grasp and understand the corporate brand values (Carley, Khanyapuss, & Ranis , 2010), If this is achieved then it is certain that the role and commitment of employees in delivering the brand promise will increase (Heskett, 1987), Some literature explains that the presentation of internal branding can fulfill the brand promise to external companies (Drake, 2005), Internal branding activity in enhancing the role of employees against corporate brand communication and education are associated brand values employees to improve their knowledge of their intellectual and emotional attachment to the brand employees (De Chernatony, Christodoulides, Roper, Abimbola, & Davies, 2006), With the understanding of the brand values, employees can behave and act naturally for providing services in the work and in the same time also be able to effectively communicate the brand promise to the consumer (Mosley, 2007), Moreover, with appropriate recognition of the brand values then the employee would be very easy to achieve emotional attachment to the company (Cook & Wall, 1980). So, some definition of internal branding from the expert like (Morhart, Herzog, & Tomczak, Brandspesific leadership : Turning employees into brand champions, 2009) is a process through brand purpose to facilitate the internalization of the brand for employees and has the indicatior of brand values and objectives brand. (Vallaster & De Chernatony, 2006) said that internal branding is the process of internalization the brand value into the employees to they can behave in accordance with the company’s value given through the brand promise. (Davies, Chun, & Kamins, 2010) said internal branding is an attempt to influence positively affected employee attitudes, emotions, thus affecting the emotions of employees through a brand so it has indicator of emotion and attitude of employees. While (King & Grace, 2006) said that internal branding is the process of arranging the experience of employees in the organization. See explanation above, it can be concluded that in order to provide effective results of internal branding activities for the company it is necessary to understand and align employees with the company's in order to create a good organizational culture within the company and get the best outcome. When internal branding efforts properly implemented, then the employees will be easier to understand the company's brand, have a sense of ownership of the brand, as well as provide evidence of the brand as a form of corporate responsibility. In that case, the company is currently in a state of intense competition workplace where some countries, especially Indonesia will enter the era of 2.2 MILLENIALS ATTITUDES AT WORK Who is Millennial Generations? Millennial generation is the generation that dominates the center of the entire world population. A survey conducted by the United States Census Bureau found that the current generation of Millennials (ages 15-34 years) constitute the majority of the US population, and even in 2013 the population of this millenial generation reaches one-third of the total US population. The same condition also occurs in Indonesia where, according to the Central Bureau of Statistics (2015), of approximately 250 million people in Indonesia at this time, approximately 34.47% of the population or about 82 million people aged 15-34 years. In essence, the generation millenial has become the majority of the inhabitants in the entire world today over the next few years, especially in Indonesia who predicted that 2025 will be entering a demographic bonus that is a state where the number of productive age more and more, while the elderly becomes less and young age have not been many. There are a lot of perceptions about the range of birth years of the millenial generation. One of them as I got from the book with the title Smart Millenials work KMPlus Consulting, 2016 said that the millenial generation is Generation Y was born between the years 1980-1994 and Z generation born between the years of 1995-2010 with age range of 15-34 years. Millenial generation is considered quite different from previous generations often called baby boomers and generation X. Goldman Sachs Global Investment Research describes the millenial generation as "a different world, different view. Millenials have grown up in a time of rapid change, giving them a set of priorities and expectations sharply different from previous generations "- that is the millenial generation has a different world, a different view. They grew up in the midst of rapid change, and give them priorities and very different expectations of generations thereon. According to (Ainsworth, 2009) in the company or organization is currently quite difficult to attract workers from the millennial with high ability. Therefore, human resources development section often conduct training and development aimed at Proceedings of Sciencefora International Conference, Kuala Lumpur, Malaysia, 19th October, 2019 2 Internal Branding on Millenial Workers improving or reinforcing the importance of employee development within the company. Employee development can in fact improve organizational commitment and employee retention. Generational differences in the company rise to the differences in how training and development of employees. As a generation that has dominated the global workforce, it is important for companies to focus on developing the millennial employees in the company. Millennials are the characters of digital natives (Farrell and Hurt, 2014). They are working with High performance oriented, high maintenance, etc. Therefore, in order to implement the overall internal branding to employees of the company it is important to understand the patterns and how to work with the millenial generation and the expectations of diverse characters and apply the proper way to implement internal branding activities to the millenial generation. Some of the millenials attitudes and expectation at work are : Leader Millennials wants to do something meaningful Millennials wants feedback Millennial wants to maximize his ability Time Rapid change Millenials Attitudes at Work Its no good time anymore where the manager of the company act as a boss who just gives orders and ask respected. Therefore, the expected millennial workers from the manager or his boss is the figure of a mentor. In contrast to the boss, mentor not only looked at the employees based on his position, but he is also able to explore the potential of the employees and give constructive feedback. Stop thinking that the millennial just want to have fun. In fact, the millennial not arbitrary in work. They want to make sure that what they accomplished is able to provide a significant impact to the company, clients, or people in the vicinity. While entertainment facilities in their offices by simply seen as a bonus, not a priority. Most companies have held employee assessment every year, but it was not enough. The employees could not wait once a year to know what needs to be improved and upgraded from their performance. Therefore, companies need to increase the frequency of assessment so that employees can make improvements on an ongoing basis, as well as showing the maximum performance. Each has various advantages More like a collaboration rather than competition Technology and Internet millennial workers are commendable, so it is very unfortunate if they handle the job far below his ability. Instead, they are entitled to be given the opportunity to channel and maximize their potential. Not only that, the millennial workers also want to know if the company can support them to tread a better career in the future. They tend to like a flexible work time due to their flexibility of time to do the job given to the company that they can increase their productivity. It did not take long to change jobs. If two years of no change on the personal ability, millennial children tend to leave his job alias moved offices. Even performance reviews that tend formalities are also ignored by this generation. millennial children prefer to work in a team alias collaboration. That's why they prefer to work with a culture of collaboration. In fact, they are also not too happy with the culture of competition among individuals. In doing the work of the millennial generation can not be separated from the internet and technology. Millennial generation is the generation that fast and have a high mobility in doing the job for highly utilized technology assistance right by them. In order to make the best way to implementation of internal branding into millenials worker we gonna see from 5 components that affect internal branding that is brand ideologies, brand-centered human resource management, brand leadership, internal brand communities, and the last one is internal corporate communications. 2.3. BRAND IDEOLOGIES There are several definitions related to brand ideologies from the experts. (Fathima, 2016) said that brand ideologies is an attempt to unite the mission, vision, goals, norms, and values the company into a brand. (King & Grace, 2006) said that brand ideologies is not only about the destination and the written norm, but also include an organizational culture that employees demonstrate in everyday activities. They also said brand ideologies clarifying the role of employees and increase brand commitment. (De Chernatony, Christodoulides, Proceedings of Sciencefora International Conference, Kuala Lumpur, Malaysia, 19th October, 2019 3 Internal Branding on Millenial Workers Roper, Abimbola, & Davies, 2006)said that brand ideologies shows the position of the brand and the role of values and knowledge of employees of the organization said that internal communicationas a tool in the intellectual and emotional directing employees to the company's goals. She also said that internal brand communication is an effort to disseminate knowledge brand and to convince employees of the value and relevance of the brand. (Miles & Mangold, 2005) said that Internal brand communication can be divided into formal internal communications like memos by HR department, informal internal communication as interactions between employees, external formal communication such as advertising, external communications such informal and customer feedback. 2.4 BRAND LEADERSHIP There are several types of the definition of brand leadership from the experts. (Burmann & Zeplin, 2005 said that brand leadership is working to increase brand value by identification of employee, which can affect the strong of employee commitment to the value of the brand (brand values). (Morhart, 2009) said that Brand leadership is led efforts to change the way the employee to disclose the brand ideology and facilitate the positive value of the brand. (Vallaster & De Chernatony, 2006) said that brand leadership is led efforts to change the brands’ promise into the real action. (Fathima, 2016) said brand leadership can create and improve the vision of the brand. She also said that brand leadership formed an organizational culture based on the belief brand (brand belief). 2.7 RESEARCH FRAMEWORK The research framework of this paper is to find the flow, the connection of 5 components that affect internal branding according to millenials generation so the outcome is the best way to implementation and the success of internal branding on millenial workers who are in the age of 18-30 years. Variables that we will discuss are : 1. Brand ideologies on Millenials Workers 2. Brand communities on Millenials Workers 3. Brand-centered Human Resource Management on Millenials workers 4. Brand leadership on Millenials Workers 5. Internal corporate communications at millenial workers 2.4 BRAND-CENTERED HUMAN RESOURCE MANAGEMENT There are several definitions related to brand-centered HRM. (Fathima, 2016) said that Brand-centered HRM is the process of recruiting, selecting individuals who have the same values with the brand, as well as train employees to be in line with our brand values and has a compensation structure that aims to improve and promote the company's brand value. She also explained human resource management processes can directed or equalize the attitudes and behaviors of employees with the company's brand value. 3.1 RESEARCH METHOD This research method is using literatur review method of 5 components that affect internal branding and millenial character and find the relation of these components into the millenial workers within the company. 2.5 INTERNAL BRAND COMMUNITIES 4.1 BRAND IDEOLOGIES ON MILLENIALS WORKERS The fourth components that affect internal branding is internal brand communities. (Fathima, 2016) said that Internal brand communities is a virtual community as well as direct help employees identify the brand. She also said that internal brand communities is a platform that helps in spreading the brand values and ideas associated with the brand. In addition, she said that internal brand communities is a valuable asset in achieving internal branding. (Nambisan & Nambisan, 2008) said there are 4 types experienced of consumers to the brand community to obtain information that is experience, socialization experience, the experience of human interaction and quality of the system (computer), and entertainment experiences (hedonistic). Brand ideologies is the brand association on the vision, mission, goals, and the shared values of the organization to employees, including millenial workers. In this case, the vision, mission, goals and values of the organization or company should be explained clearly in the annual report or the norms and rules of the company is written and binding order to be understood by every department of the company. Relation to the millenial generation is those who love the the training program that clearly and accurately before they start working so they can understand about everything inside the company. To that end, brand ideologies as a form of internal branding activities on millenial workers must begin to be given since the process of training new employees and in writing at the company's annual book. 2.6 INTERNAL BRAND COMMUNICATIONS The last one component that affect internal branding is internal brand communications. (Fathima, 2016) Proceedings of Sciencefora International Conference, Kuala Lumpur, Malaysia, 19th October, 2019 4 Internal Branding on Millenial Workers HRM's focus on the process of recruitment and talent attraction seeking to differentiate the company from competitors (Edwards, 2009). Some brand-centered activities of human resource management in conjunction with millenial character is a recruitment process that uses sophisticated technology and easy to use, the process of promotion, training, evaluation, and compensation that facilitates the process of identifying the company's brand and establish brand relationships. Given the millenial characters who are easily bored at work or routine that's it, then it is important for the management of human resources in order to implement a flexible HR practices in the workspace (Saleem, 2016). Factors that supporting of the human resource management practices in companies is organizational culture or the culture of the company. The corporate culture desired by the millenial generation company with a unique work space and attractive interior design that provides the convenience of working with a flexible working environment and corporate leadership style open-minded but remain focused in achieving corporate goals. Millenial generation like the challenge, therefore, they want to enhance the value of work and give them challenging targets in the work. To that end, human resource management practices in improving internal branding on millenial employees is by paying attention to working condition, leaderships, communication media, and labor flexibility. In this regard, an important aspect of the activity of the brand ideologies on millenials workers with regard to communication, the media used, and the training that is appropriate to the generation of millenial can understand well the vision, mission, goals and shared values of the brand company in generating understanding of brand identification that well. For more details, the journal is provided a framework for understanding the linkages brand ideologies on millenial workers: Linkages Brand ideologies against Millennial Workers: Figure 1. Brand Ideologies on Millenial Workers 4.2 BRAND-CENTERED HUMAN RESOURCE MANAGEMENT ON MILLENNIAL WORKERS Factors that supporting the Brand-centered HRM on Millennial Workers Activities internal branding through brand-centered arrangement HRM included on the application of policies and practices that work, including the recruitment, training, rewarding employees, and directing spesification good job in the process of traning and developing employees. Millenials relation to workers is the nature of this generation who loves working on the process is directed, using media technology in the process of recruiting and selecting as well as a great reward from the company to them. Millenial generation consider as part of its work to earn the best as well as part of self-actualization in the development of their carrier. To that end, human resource management necessary for internal branding success on millenial generation. Select individuals with the same values as the company is key in reducing employee turnover and assure their continuity of experience between employees and the company's brand (Burman, Zeplin, & Riley, 2005). However, in the process of HR in corporate branding activity is focused on branding than internal employee branding. This is because the employee branding seeks to present the company's brand to the internal branding potential employees while covering all employees in the company. (Carley, Khanyapuss, & Ranis , 2010), Therefore, employee branding Figure 2. Brand Centered HRM on Millenial Workers 4.3 BRAND COMMUNITIES ON MILLENNIAL WORKERS The message to be conveyed by the brand company will lose its credibility if it is not supported by a corresponding attitude by employees of the company (Schiggenbauer, 2001), The process gives the brand promise needs to be in line with the performance of actualization within the company and employees as an important part of an internal presentation promise (Schultz & Schultz, 2000), Community has been a part in limiting the complexity of psychological and Proceedings of Sciencefora International Conference, Kuala Lumpur, Malaysia, 19th October, 2019 5 Internal Branding on Millenial Workers sociological notion of moral responsibility which leads to a set of actions by member therein (P. Raj & Cheryl, 2010). In communities established brand activities as customers or employees strengthen ties with the brand by facilitating shared experiences between members of the community (McAlexander, Schouten, & Koenig, 2002), activities within the company brand communities can work well like on this figure below : Characters millenial needed to the success of brand communities : there are four stages or process for community members (employees) in disseminating the brand meaning is: to recognize the community aspect of the brand, sharing personal experiences about the brand, emphasizing the aspects of brand meaning, and reject aspects of brand meaning (Muniz, 2001), Communites brand activity can be done either physical or virtual meetings within the company that aims to improve employees' understanding of brand meaning (P. Raj & Cheryl, 2010), According to research studies conducted by (P. Raj & Cheryl, 2010)there are several methods in building brand community that involves two parties namely internal marketing and external marketing. Methods with these two parties described as internal marketing service marketing which is party to build and shape the brand promise in accordance with experience and knowledge of the brand (Bitner, 1995), (Kotler & Keller, 2006), While external marketing construct (setting) the brand promise that is delivered from the interaction with the internal marketing. Here is a picture of the flow of service marketing: Figure 4. Character Millenial on Brand Communities To that end, the activity of brand communities should be carried out in accordance with the millenial character. This generation is synonymous with technology, and like the branded goods, and happy to share reviews and experiences related to the use of a particular product brand. Social media can be used as a virtual brand communities are built to millenial workers to provide experience or are looking for information related to the company's brand to increase brand identification. Here is the process flow millenial brand communities for workers: Chronology Brand Communities on Millennial Workers : Service Marketing Triangle Figure 5. The Process Flow of Brand Communities on Millenial Workers 4.4 BRAND LEADERSHIP THE MILLENNIAL WORKERS Supervisor's leadership style within the company in fact greatly affect the way work millenial generation. This is because the millenial generation considers the leader as someone who can influence him to be able to act as expected, not only as someone who rules and instructing alone. For that, the style of leadership is instrumental in internal branding activity on millenial generation to be able to understand well the company brand and apply it to the way of acting, attitudes, and behaviors. Millenial generation has delighted generations of characters collaborate, share experiences, and provide information related to the brand or the products they use with other parties. To that end, the activity of brand communities millenial harmony with the character and can be used to support the internal activities of branding on millenials workers in the company. With their brand communities understanding of the brand will increase and provide The activation of thought naturally in the minds of the employees related millenial brand experience they gain from this community. Mentioned earlier, that brand leadership has some indicators such as communication, brand belief, brand promise and commitment of employees. Relation to the millenial generation is how to order these Based on the explanation above, in this article at least some of the characters millenial be recruited so that Proceedings of Sciencefora International Conference, Kuala Lumpur, Malaysia, 19th October, 2019 6 Internal Branding on Millenial Workers indicators can be received and in accordance with the style of leadership that is expected by this generation. Millenial generation like a leader who can drive, which can be motivating, supporting and directing not only ruled and ordered the task but guiding them to the work being done to understand well and in line with the wishes of corporate leaders. Therefore, in driving brand leadership activity takes his leaders with the attitude and expectations of millenial which according to this journal are at least four styles of leadership needed by the millenial generation is as follows: Figure 7. Internal Corporate Communication Model 6. CONCLUSION See explanation of all above, we can draw the big framework of the research on this paper on this below: Figure 6. Millenial’s Leadership Version 5. INTERNAL CORPORATE COMMUNICATION (ICC) ON MILLENNIAL WORKERS As in the previous explanation, communication has an important role to the success of any organization or company. In fact, according to (Chong, 2007)The main key for internal branding process is to ensure that employees can change the brand messages or brand messages into the real shape of the brand to the stakeholders of the company (external stakeholders). However, this will not succeed if only rely on the company's brand alone. The company's internal communication is considered to be instrumental in the successful implementation of internal branding strategy to the employees of the company. Based on the research results (Sharma & Kamalanabhan, 2012)at least there are some factors that are needed to implement the corporate internal communication is good especially for the millenial generation which is identical with the collaboration and open-minded to new ideas. The factor is the existence of an effective internal communication messages are trying to convey to all employees, channels of communication and means of communication used, the feedback from employees to employers, as well as the training of the company's brand. It is intended to create the satisfaction of conducting activities within the enterprise communication which results from the presence of such satisfaction is brand identification and brand commitment is good. Here is a model of the ICC by (Sharma & Kamalanabhan, 2012) : Millenial generation has unique perspective that influenced from the global information of the internet and technology than previous generations. Internal branding activities need to be harmonized with the millenial character and their expectation within the company. Therefore, we can used the 5 components that affect on internal branding activity into the millenial workers. In this paper we provides new insights of the process flow, and other supporting factors of internal branding on millenial and provide the proper way so that internal branding activities can be well targeted to this generation. We provides the best analysis of internal branding into millenial generation using literatur review from the previous research. For the next researcher we advice to make the research of internal branding into millenial generation using quantitative method based on the reality experience of the company so this research can completed for being the good literature. 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