_.gif)
_.gif)
Headhunting Digital Talents and Clients in Marketing’s Perspective in Binar Academy
Abstract
This study examined headhunting digital talents and clients in marketing’s perspective in Binar Academy. Binar Academy is the pioneer of digital talent factory and one step solution for digital transformation and talent development in Indonesia. This study used a qualitative method by interviewing 5 employees in the Job Connect team. This study explained the challenges of inbound and outbound marketing strategies. This study also described the way of the Job Connect team in engaging customers. The results of this study showed that the challenges of inbound marketing are familiarity, the quality of content, and the target market. While the challenges of outbound marketing are brand awareness, the persuasiveness of mass messages, and communication skill. Last, the way to engage customers that used in Job Connect teams are keeping the client in loop, making engagement sessions, and making an attractive content & sharing insight.
Keywords
Full Text:
PDFReferences
Astuti, B., & Putri, A. P. (2018). Analysis on the Effect of Instagram Use on Consumer Purchase Intensity. Integrative Business and Economics, 7(2), 24–38. http://buscompress.com/journal-home.html
Bowden, J. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/10.2753/MTP1069-6679170105
Britton, L. C., & Ball, D. F. (1999). Trust versus opportunism: Striking the balance in executive search. Service Industries Journal, 19(2), 132–149. https://doi.org/10.1080/02642069900000023
Britton, L. C., Wright, M., & Ball, D. F. (2000). The use of co-ordination theory to improve service quality in executive search. Service Industries Journal, 20(4), 85–102. https://doi.org/10.1080/02642060000000048
Bryman, A. (2012). Social Research Method (4th ed.). Oxford University Press Inc.
Bungin, B. (2003). Metode Penelitian Kualitatif. Jakarta : Raja Grafindo Persada. p. 147.
Court, D., Elzinga, D., Mulder, S., & Jorgen, O. (2009). The Consumer Decision Journey, McKinsey Quarterly. Retrieved from March 29, 2022 https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey
Dakouan, C., & Benabdelouahed, R. (2019). Inbound Marketing vs. Outbound Marketing: Independent or Complementary Strategies. Expert Journal of Marketing, 7(1), 1–6.
De Carlo, M. (2018). Scientific Inquiry in Social Work. Open Social Work Education Roanoke.
Denzin, Norman K. 2009. The Research Act. New Jersey: Prentice Hall, 3rd ed.
Easwaramoorthy, M., & Zarinpoush, F. (2016). Interviewing for Research, Toronto: Imagine Canada.
Faulconbridge, J. R., Beaverstock, J. V., Hall, S., & Hewitson, A. (2009). The “war for talent”: The gatekeeper role of executive search firms in elite labour markets. Geoforum, 40(5), 800–808. https://doi.org/10.1016/j.geoforum.2009.02.001
Finlay, W., & Coverdill, J. (2002). Headhunters matchmaking in the labor market (1st ed.). 2002: Cornell University Press.
Gilch, P. M., & Sieweke, J. (2021). Recruiting digital talent: The strategic role of recruitment in organisations’ digital transformation. German Journal of Human Resource Management, 35(1), 52-82.
Goodwin, T., 2013. Inbound marketing vs. outbound marketing: what’s the difference?. [online] Available at: http://boldthinkcreative.com/inbound-marketing-vs-outbound-marketing-whats-the-difference/ [Accessed October 20, 2021].
Guthridge, M., Komm, A. B., & Lawson, E. (2008). Making talent a strategic priority. McKinsey Quarterly, 1. 48-59.
Hennink, M., Hutter, I., & Bailey, A. (2020). Qualitative research methods. Sage.
Hubspot. (n.d.). What is inbound marketing?. Hubspot. Retrieved from October 20, 2021 https://www.hubspot.com/inbound-marketing
Kearns, S. (2022, January 6). What is B2B Marketing: Definition, Strategy, and Trends. LinkedIn. Retrieved January 26, 2022, from https://www.linkedin.com/business/marketing/blog/content-marketing/what-is-b2b-marketing-definition-strategy-and-trends
Keller, K. L. (2001), Building customer-based brand equity: creating brand resonance requires carefully sequenced brand-building efforts, Marketing Management, Vol. 10, No. 2, pp. 15-19.
Koch, J., Plattfaut, R., & Kregel, I. (2021). Looking for Talent in Times of Crisis – The Impact of the Covid-19 Pandemic on Public Sector Job Openings. International Journal of Information Management Data Insights, 1(2), 100014. https://doi.org/10.1016/j.jjimei.2021.100014
Krippendorf, K. (2004). Content Analysis: An Introduction to Its Methodology. 2nd ed. US: Sage Publication Inc.
Kumar, V., & Raheja, G. (2012). Business to business (B2B) and business to consumer (B2C) management. International Journal of Computer & Technology, 3(3), 447–451.
Kyngäs, H., Kääriäinen, M., & Elo, S. (2020). The trustworthiness of content analysis. In the application of content Analysis in Nursing Science Research 1, 41-48.
Laire. (2018, April 21). 7 Inbound Marketing Problems Revealed. Retrieved from February 6, 2022 https://www.lairedigital.com/blog/7-inbound-marketing-problems-revealed#:~:text=7%20Inbound%20Marketing%20Problems%20Revealed,your%20revenue%20and%20lead%20goals.&text=Website%20Design%20%26%20Development%20Optimize%20your%20digital%20user%20interface%20and%20experience.&text=Sales%20Enablement%20Sales%20tools%20and%20resources%20to%20guide%20your%20team
Lehnert, K., Goupil, S., & Brand, P. (2021). Content and the customer: inbound ad strategies gain traction. Journal of Business Strategy, 42(1), 3–12. https://doi.org/10.1108/JBS-12-2019-0243
Mandevska, B. (2018, January 27). Inbound vs. outbound marketing. Medium. Retrieved from January 26, 2022 https://medium.com/@bojanamandevska/inbound-vs-outbound-marketing-3d73ef0200e7
Marbun, D. S., et al. (2020). The Effect of Social Media Culture and Knowledge Transfer on Performance. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), Volume 3, No 3, Page: 2513-2520.
Marketing Schools. (2020, November 20). Inbound Marketing. Retrieved from October 20, 2021 https://www.marketing-schools.org/types-of-marketing/inbound-marketing/#section-1
Marketing Schools. (2020, November 24). Outbound Marketing. Retrieved from January 26, 2022 https://www.marketing-schools.org/types-of-marketing/outbound-marketing/#section-4
Marketo.com. (2020, October 15). Understanding inbound vs outbound marketing: Marketo Engage. Marketo.com. Retrieved from January 26, 2022, from https://www.marketo.com/articles/inbound-vs-outbound/
Nazir, M. (2011). Metode Penelitian. Bogor: Penerbit Ghalia Indonesia.
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. https://doi.org/10.1007/s11747-016-0485-6
Poerwandari, E.K. (1998). Pendekatan Kualitatif dalam Penelitian Psikologi. Jakarta: Fakultas Psikologi Universitas indonesia.
Putra, B. M. (2021), "Riset AWS: Baru 19 Persen Pekerja Indonesia yang punya Kemampuan Digital", pikiranrakyatcom. Retrieved from September 20, 2021 https://www.pikiran-rakyat.com/teknologi/pr-011495086/riset-aws-baru-19-persen-pekerja-indonesia-yang-punya-kemampuan-digital
Rancati, E., Codignola, F., & Capatina, A. (2015). Inbound and Outbound Marketing Techniques : A Comparison between Italian and Romanian Pure Players and Click and Mortar Companies, International Conference Risk in Contemporary Economy, pp. 232–238.
Ross, S. A. (1973). American Economic Association The Economic Theory of Agency: The Principal’s Problem. Source: The American Economic Review, 63(2), 134–139.
Saputro, A. P., & Hidayat, A. (2020). The Effect of Social Network Marketing on Intention To Choose By Mediating Consumer Engagement. Archives of Business Research, 8(10), 150–161. https://doi.org/10.14738/abr.810.9261
Sasongko, Y. (2021), "Menkominfo: Indonesia butuh 600.000 talenta digital untuk atasi digital talent gap", Kompas.com. Retrieved from September 20, 2021 https://nasional.kompas.com/read/2021/04/17/18510001/menkominfo--indonesia-butuh-600.000-talenta-digital-untuk-atasi-digital?page=all
Sekaran, U. and, & Bougie, R. (2016). Research Methods for Business A Skill-Building Approach Seventh Edition. John Wiley & Sons.
Sellers, A. (2021). The AIDA Model: A Proven Framework for Converting Strangers into Customers. Hubspot. Retrieved from March 29, 2022 https://blog.hubspot.com/marketing/aida-model
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Suprayogo, I. (2001). Metodologi Penelitian Sosial Agama. Bandung : PT. Remaja Rosdakarya. p. 71.
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), X–13. https://doi.org/10.1080/00913367.2000.10673613
Vernuccio, M., & Ceccotti, F. (2015). Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision. European Management Journal, 33(6), 438–449. https://doi.org/10.1016/j.emj.2015.09.001
Webb, S. P. (1990). How headhunters do their research. Business Information Review, 7(1), 31–36. https://doi.org/10.1177/026638219000700106
Wirartha, I. M. (2006). Metodologi Penelitian Sosial Ekonomi. Yogyakarta: CV. Andi Offset., p. 155.
Zikmund, W., & Babin, B. (2006). Exploring Marketing Research William.
Zimmerman, A., & Blythe, J. (2013). Business to business marketing management: A global perspective, second edition. In Business to Business Marketing Management: A Global Perspective, Second Edition. https://doi.org/10.4324/9780203067581
DOI: https://doi.org/10.33258/birci.v5i2.4813
Article Metrics
Abstract view : 192 timesPDF - 59 times
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.