VIDEO STUDY CASE ASTRA - VANIA CINDY CALLISTA

Summary

The video explores why Generation Z, despite caring deeply about social issues, rarely considers social foundations like Yayasan Dharma Bakti Astra (YDBA) as a career option. Fania, a psychology student and HR intern, presents survey insights revealing low awareness and negative stereotypes about social foundations. She analyzes YDBA’s strengths, weaknesses, opportunities, and threats, and proposes the CARE strategy: meaningful collaborations, MBKM program acceleration, engaging social media, and employer branding emphasizing 'Work with Purpose, Grow with Impact.' Practical solutions include business case competitions and structured monitoring to position YDBA as an attractive, impactful career path for socially conscious Gen Z professionals.

Takeaways

• 😀 Generation Z (Jenzi) cares about social issues and wants to create a positive impact on society.
• 😀 Despite their social concerns, most Jenzi prefer careers in startups, consulting, FMCG, or corporations rather than social foundations.
• 😀 The main challenge is that social foundations like YDBA are not perceived as attractive career options by Jenzi.
• 😀 Surveys show only 22% of respondents consider social foundations among their top three dream workplaces, and 73.2% are unaware of YDBA.
• 😀 Negative stereotypes such as low salaries and limited career growth contribute to Jenzi's hesitation.
• 😀 YDBA’s strengths include strong affiliation with Astra Group, alignment with SDGs, credible track record, and hands-on UMKM programs.
• 😀 Weaknesses include low visibility, limited personal narratives from staff, and minimal presence in popular Gen Z communities.
• 😀 Opportunities for YDBA include collaboration with Gen Z-focused organizations, MBKM programs, competitions, and digital campaigns.
• 😀 The CARE strategy proposes collaboration, acceleration of MBKM programs, engaging Gen Z via social media, and exploring employer branding to enhance attractiveness.
• 😀 Alternative solutions include business case competitions to provide students with real UMKM challenges, mentorship, and potential career opportunities at YDBA.
• 😀 Monitoring and standardization are essential for sustainability, including surveys, engagement tracking, applicant monitoring, and establishing an internal branding team.
• 😀 The overall goal is to position YDBA as a top-of-mind, credible, and impactful career destination for Gen Z, emphasizing 'Work with Purpose, Grow with Impact'.

Q & A

Who is the presenter of the script and what is her background?

The presenter is Fania, a fourth-semester Psychology student at Tarumanegara University, who is also a coordinator in the BEM FPESI Untar and has experience as a Human Resource intern in an international electronic manufacturing company. She has also published a Scopus-indexed article on the psychological impact of corporate social responsibility.

What is the main question that the presentation aims to answer?

The presentation seeks to answer why social foundations like Yayasan Dharma Bakti Astra (YDBA) are not seen as primary career choices by Gen Z, despite their interest in social issues and desire to create positive societal impact.

What is YDBA and what programs do they offer?

YDBA (Yayasan Dharma Bakti Astra) is a social foundation under Astra focused on developing MSMEs. Its programs include offline and online classes for MSMEs and direct one-on-one mentoring.

What did the survey of 41 Gen Z students reveal about their career preferences?

The survey showed that social foundations were among the least preferred career choices, with only 22% selecting them in their top three. Many students were unaware of YDBA's existence or programs.

What are the main reasons Gen Z does not consider social foundations like YDBA as attractive workplaces?

The main reasons include negative stereotypes about low salaries and limited career growth, lack of appealing branding or content, and limited reach to communities or organizations popular with Gen Z.

What is the SWOT analysis of YDBA according to the presentation?

Strengths: affiliation with Astra, alignment with SDGs, strong credibility, and direct MSME mentoring. Weaknesses: low visibility and popularity, few personal narratives. Opportunities: collaboration with Gen Z communities, MBKM programs, competitions, digital campaigns. Threats: high competition from other sectors, negative stereotypes, and the trend of flexible/digital careers.

What is the CARE strategy proposed for YDBA?

CARE stands for: Create meaningful Collaborations, Accelerate MBKM programs, Reach Gen Z through social media, and Explore Employer Branding. It aims to increase visibility, engagement, and position YDBA as an attractive career option.

How does the business case competition help both students and YDBA?

The competition allows students to solve real MSME problems and create innovative solutions, giving them experience in social impact work. YDBA benefits from fresh ideas and potential future employees.

What is the main employer branding message YDBA wants to convey?

The key message is 'Work with purpose, Grow with impact,' emphasizing that working at YDBA provides meaningful, impactful experiences similar to other sectors.

How should YDBA monitor and standardize the CARE strategy?

YDBA should conduct awareness surveys every six months, monitor social media engagement, track Gen Z applicants and competition participants, form an internal branding team, and create a bank of MSME case studies for annual competitions.

What are some social media content ideas mentioned to attract Gen Z?

Ideas include 'A Day in My Life' content, 30-day challenges to achieve specific business targets, and trending formats that are engaging and shareable.

Why is it important for YDBA to focus on perception rather than program quality?

While YDBA's programs are impactful, most Gen Z students are unaware of them or perceive social foundations negatively. Changing perception through branding, storytelling, and engagement is crucial to becoming a top career choice.