0
Enticing Gen Y Indonesia

to work with us!
@niwadwitama |!
27 August 2013!
Indonesian Intern | !
Employees enter!
The age of retirement"
Life evolution !
Creates unique !
Generation profile!
Turnover costs up to !
150 % ...
By 2015, we see SCG as a regional market leader, !
contributing to the sustainable progress of ASEAN, !
and the local comm...
?"What is the Ideal !
Job Advertisement "
to entice Gen Y Indonesia? !
Source: Book “Generation Gap“, !
! by Linda Gravett!
> 60" > 48"
> 20" > 35"
HYPOTHESIS"
Source : Generation Gap, Linda Grevett. !
Communication"
Style"
Content of"
Advertisement"
Channels"
Thailand TRC!Indonesia - SCG!
S"
I" T"
Methodology"
S"
1. Survey (online)!
355 Respondents"
4 Days"
10 Questions"
Channels!
Messages!
Ad Phrasing"
1.	
  
2.	
  
3.	
  
“Indonesian Young people prefer applying through "
Company website, Job fair and Job website“ "
Linked in Is getting hype ...
Messages"2.	
  
Messages"2.	
  
Messages"2.	
  
Clear	
  and	
  simple	
  communica>on	
   	
   	
  223 	
  25%	
  
Communica>ve	
  language	
  and	
  mes...
Brand"
62%	
  
Student	
  scholarship 	
  	
   	
   	
  	
  	
  286	
  	
  	
  	
  	
  	
  	
  	
  21%	
  
Internship	
   ...
“	
  I	
  know	
  SCG	
  when	
  I	
  see	
  Billboard	
  on	
  way	
  from	
  airport	
  2	
  weeks	
  ago.	
  
	
  SCG	
...
What they say…."
“ Finding a job is just like find a boyfriend, its not about
his look but also the other things such as we...
Ad Phrasing"3.	
  
The	
  different	
  styles:	
  
-­‐	
  Detailed	
  and	
  clear	
  job	
  descrip>on	
  
-­‐	
  Statemen...
Ad Phrasing"3.	
  
Detailed	
  and	
  communica>ve	
  language	
  	
  396 	
  	
  	
  	
  	
  42%	
  
AZrac>ve	
  design/	...
I" 2. SCG Indonesia"
JOB WEBSITE ?"
"
T"
3. Thailand - TRC!
•  Recruited approximately 700-800 people/ year !
•  New graduates as much 70%!
•  Turnover 7% (not ...
Conclusion!
Employees retirement!
Turnover 150% annual wage!
Channels!
Messages!
Ad Phrasing!
1.	
  
2.	
  
3.	
  
Job Web...
Ideal	
  job	
  ad:	
  
	
  
-­‐  Clear,	
  simple	
  &	
  Communica>ve	
  language!!	
  
a. Men>on	
  that	
  SCG	
  is	
...
The more challenging, developing and engaging the work
that is given to us, the more we feel like we are living "
the kind...
Thanks to:!
!
SCG International "
Internship Program!
!
Mentors:"
"
1.  P`Champ!
2.  Abigail/ Mom!
!
3. P`Fon!
!
4. Pak Fa...
SCG Research Project Presentation
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Transcript of "SCG Research Project Presentation"

  1. 1. Enticing Gen Y Indonesia
 to work with us! @niwadwitama |! 27 August 2013! Indonesian Intern | !
  2. 2. Employees enter! The age of retirement" Life evolution ! Creates unique ! Generation profile! Turnover costs up to ! 150 % annual wage" A need for a holistic &! Comprehensive assessment" GENERATION Y"
  3. 3. By 2015, we see SCG as a regional market leader, ! contributing to the sustainable progress of ASEAN, ! and the local communities where SCG operates. ! Indonesia   I    A  Big  Asset  I   Important  country   69  millions  
  4. 4. ?"What is the Ideal ! Job Advertisement " to entice Gen Y Indonesia? !
  5. 5. Source: Book “Generation Gap“, ! ! by Linda Gravett! > 60" > 48" > 20" > 35"
  6. 6. HYPOTHESIS" Source : Generation Gap, Linda Grevett. ! Communication" Style" Content of" Advertisement" Channels"
  7. 7. Thailand TRC!Indonesia - SCG! S" I" T" Methodology"
  8. 8. S" 1. Survey (online)! 355 Respondents" 4 Days" 10 Questions" Channels! Messages! Ad Phrasing" 1.   2.   3.  
  9. 9. “Indonesian Young people prefer applying through " Company website, Job fair and Job website“ " Linked in Is getting hype " Twitter is more popular ! than facebook! Channels"1.   48%  Mobile  internet  (Nielsen)   Company website ! 292 !29%! Job Fair ! ! ! 224 22%! Job website ! ! 198 20%! Linked in ! ! ! 77 8%! Twitter ! ! ! 62 6%! Printed Media ! ! !60 6%! Facebook! ! ! !57 6%! I won`t, companies ! !20 ! 2%! recruit from school !! Others ! ! ! !12 ! 1%!
  10. 10. Messages"2.  
  11. 11. Messages"2.  
  12. 12. Messages"2.   Clear  and  simple  communica>on      223  25%   Communica>ve  language  and  messages  179  20%   Power  of  High  Brand          151    17%     Company  vision  and  core  values      142  16%   Opportunity  to  gain  new  skills      112  13%   Working  environment          56      6%   Others              31      3%  
  13. 13. Brand" 62%   Student  scholarship            286                21%   Internship                  265                19%   Compe>>on  (debates,  business)      181                13%   Social  Media            180                13%   School  sponsorship          149                11%   Campus  roadshow          142                10%   Seminars              105                    8%   Others                  20                    1%        
  14. 14. “  I  know  SCG  when  I  see  Billboard  on  way  from  airport  2  weeks  ago.    SCG  should  post  website  and  social  media  account  at  Billboard!  “  
  15. 15. What they say…." “ Finding a job is just like find a boyfriend, its not about his look but also the other things such as we feel comfort with him. The most important thing is chemistry “ " " “  In my opinion, company's message and advertisement should be clear, straightforward, and simple. “" " “ In Indonesia, we are so crazy about going overseas, that’s a good way to get someone apply for a position. “" "
  16. 16. Ad Phrasing"3.   The  different  styles:   -­‐  Detailed  and  clear  job  descrip>on   -­‐  Statement  of  salary   -­‐  Company  working  environment   -­‐  Simpler  requirement  process   -­‐  Opportunity  to  gain  new  skills   -­‐  AZrac>ve  design/  template   -­‐  Communica>ve  language   -­‐  Others  
  17. 17. Ad Phrasing"3.   Detailed  and  communica>ve  language    396          42%   AZrac>ve  design/  template        142          15%   Opportunity  to  gain  new  skills      115          12%   Simpler  requirement  process      110          12%   Company  working  environment          83              9%   Statement  of  salary              74              8%   Others                  22              2%      
  18. 18. I" 2. SCG Indonesia" JOB WEBSITE ?" "
  19. 19. T" 3. Thailand - TRC! •  Recruited approximately 700-800 people/ year ! •  New graduates as much 70%! •  Turnover 7% (not over 5 years) ! SCG Campus Roadshow " Website" Social Media ! (only FB)! Employee`s Referral! Linked in! An Interview with P`Bowl:"
  20. 20. Conclusion! Employees retirement! Turnover 150% annual wage! Channels! Messages! Ad Phrasing! 1.   2.   3.   Job Website! Company branding! 4.   5.   SCG Vision à Indonesia! Big asset, High potentials! ?!Job Ad Ideals! For Gen Y Indonesia! Twitter, Linked in!6.  
  21. 21. Ideal  job  ad:     -­‐  Clear,  simple  &  Communica>ve  language!!   a. Men>on  that  SCG  is  a  leading  conglomerate  in  SEA            (men>on  certain  awards)   b.  Men>on  company  vision  and  values          (to  become  ASEAN  regional  leader)     c.  Men>on  Gen  Y  characters                                                                           (Dynamic,  perform  driven,  dedicated  candidate)     -­‐  Men>on  that  the  company  is  commiZed  to   helping  employees  grow  with  the  company.   -­‐  Detailed  job  descrip>on     -­‐  Eye-­‐catching  and  dynamic  style  (Bold  Highlights)   -­‐  Company  JOB  WEBSITE     Recommendation!
  22. 22. The more challenging, developing and engaging the work that is given to us, the more we feel like we are living " the kind of work-lifestyle that we aspire to have."
  23. 23. Thanks to:! ! SCG International " Internship Program! ! Mentors:" " 1.  P`Champ! 2.  Abigail/ Mom! ! 3. P`Fon! ! 4. Pak Fauzan! ! 5. P`Bowl (TRC)! ! 6. Mew! Thank you SCG" For such an opportunity!!
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