BCA's employer branding - the challenge ahead

PT Bank Central Asia Tbk (BCA), which was established in 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. BCA is managing more than 12 million customer accounts, processing hundreds of millions of financial transactions and fulfilling the needs of individual and corporate customers through various products and services. Currently, BCA has raised its efforts to recruit new talent and its future leaders through various programs. However, recruitment is not easy for BCA because - like other well-known companies in Indonesia - the Bank only recruits the best people based on the prospective employees' hard and soft competencies. BCA's aim to project a positive perception toward its employees as "a fun workplace with a family-oriented atmosphere, and commitment about employees' development" has yet to strongly resonate in Indonesia's labour market. 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.

DISCUSSION QUESTIONS

1. How have BCA`s values, which have been a common belief, a foundation to work passionately and the glue that bonds employees, executives and owners, been communicated outside of BCA to attract the future staff of BCA in Indonesia?

2. How should BCA obtain a large number of qualified talent through an effective Employer Branding strategy

3. What programs need to be implemented (internal and external) to support overall corporate strategy?