The Impact of Employer Brand and Company Reputation on Physician’s Intention to Apply in Healthcare Through Job Preference

Abstract

Saat ini, fasilitas kesehatan sedang menghadapi persaingan dalam menarik talenta terbaik karena kekurangan tenaga medis profesional potensial di pasar tenaga kerja. Dokter merupakan sumber daya manusia utama dalam mencapai tujuan pengembangan bisnis di fasilitas kesehatan. Untuk menarik niat melamar kerja dokter, perusahaan perlu meningkatkan daya tariknya sehingga fasilitas kesehatan menjadi pilihan tempat kerja yang disukai. Penelitian ini bertujuan untuk mengkaji pengaruh langsung employer brand dan reputasi perusahaan sebagai variabel independen terhadap niat melamar kerja dokter, serta pengaruh tidak langsung dari preferensi pekerjaan sebagai variabel mediasi di PT. Prodia Widyahusada, Tbk. Data dikumpulkan melalui kuesioner yang disebarkan kepada 88 dokter spesialis penyakit dalam di Kota Medan. Pengisian kuesioner dilakukan menggunakan skala Likert dan data yang dikumpulkan dianalisis menggunakan Structural Equation Modeling Partial Least Square (SEM-PLS) untuk menilai hubungan antar variabel. Hasil studi menunjukkan bahwa employer brand dan reputasi perusahaan secara positif mempengaruhi niat melamar kerja dokter. Selain itu, preferensi pekerjaan secara positif memediasi hubungan antara employer brand, reputasi perusahaan, dan niat melamar kerja. Berdasarkan hasil ini, Prodia harus membangun employer brand yang kuat dan reputasi perusahaan yang positif untuk meningkatkan preferensi pekerjaan dokter, yang pada akhirnya dapat meningkatkan niat untuk melamar kerja. Dengan demikian, Prodia dapat menarik calon dokter potensial yang mampu berkontribusi pada tujuan pengembangan bisnis perusahaan.

Healthcare facilities are currently facing competition in attracting top talent due to a shortage of potential medical professionals in the labor market. Physicians are a primary human resource in achieving business development goals within healthcare facilities. To attract potential physicians, companies need to enhance their appeal so that healthcare facilities become a preferred workplace choice. This study aims to examine the direct influence of employer brand and company reputation as independent variables on physicians' job application intentions, as well as the indirect influence of job preferences as a mediating variable in PT. Prodia Widyahusada, Tbk. Data were collected through questionnaires distributed to 88 internal medicine specialists in Medan City. The questionnaires utilized a Likert scale, and the collected data were analyzed using Structural Equation Modeling Partial Least Square (SEM-PLS) to assess the relationships between variables. The study results indicate that employer brand and company reputation positively affect physicians' job application intentions. Additionally, job preferences positively mediate the relationship between employer brand, company reputation, and job application intentions. Based on these findings, Prodia must build a strong employer brand and positive company reputation to enhance physicians' job preferences, ultimately increasing their intention to apply for a job. Consequently, Prodia can attract potential physicians who can contribute to the company's business development objectives.