BCA’s employer branding – the challenge ahead

Munir, Ningky Sasanti and Saragih, Eva Hotnaidah and Rusli, Martinus Sulistio (2016) BCA’s employer branding – the challenge ahead. Emerald Emerging Markets Case Studies, 6 (3). pp. 1-23.

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Official URL: https://doi.org/10.1108/EEMCS-08-2015-0177


PT. Bank Central Asia, Tbk. (BCA), the largest national private bank in Indonesia, won an award for the Best Bank at the Euromoney Awards for Excellence (Asia) 2014. During the same event, in several categories, haloBCA TM and BCA employees also won several awards. Previously, a number of awards were received by BCA such as: Best Indonesia Local Private Bank in 2010, Contact Center World Champion in 2012 and 2013, and Best Mega Contact Center in Asia Pacific Region in 2014. BCA is currently facing a problem of an aging population. Since the economy crisis facing the country in 1998, BCA has recruited fewer employees. The company resumed recruiting in 2010. BCA’s human resource (HR) profile in 2013 showed that nearly half of BCA’s permanent employees were aged 45 years or older, 40 per cent of whom have been working for more than 20 years. At the time of their retirement, the Bank faces the potential of losing a significant number of employees from three different generations. BCA has raised its efforts to recruit new talent. However, recruitment is not easy, as BCA wants its new employees to continue maintaining BCA’s heritage, building the Bank to become an Indonesian company that they can be proud of. How have these values, which have been a common belief, a foundation to work passionately and the glue that bonds the Bank’s employees, executives and owners, been communicated outside of the BCA and have been used to attract the future successors of BCA in Indonesia? Study level/applicability Master Degree in Human Resources Management or MBA Program. Case overview PT Bank Central Asia Tbk (BCA), which was established on February 1957, is Indonesia’s largest lender by market value and the second largest bank by assets. The bank has experienced a remarkable recovery from the Asian Financial Crisis in the late 1990s when the Indonesian banking system became almost bankrupt. It provides both commercial and personal banking services through its 1,000-plus branches across the country. As the largest national private bank, BCA is a well-known bank in Indonesia.

Item Type: Article
Subjects: H Human resource management > H Human resource management
H Human resource management > HF Employee development
Depositing User: Unnamed user with email pustaka_sistem@ppm-manajemen.ac.id
Date Deposited: 11 Jul 2022 03:28
Last Modified: 11 Jul 2022 04:43
URI: http://repo.ppm-manajemen.ac.id/id/eprint/2174

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