Utilizing Co-Branding Alliances as an Employer Branding Strategy in the Indonesian F&B Sector

Abstract

Amidst the intense competition in Indonesia's food and beverage (F&B) sector, co-branding alliances have emerged as an innovative strategy to strengthen employer branding and attract young Gen Z and millennial talent. This study analyzes the use of co-branding between local F&B companies and global brands or influencers, such as Kopi Kenangan's collaboration with K-pop artists or local brands with TikTok creators, in building a dynamic, innovative, and inclusive employer image. Using a qualitative approach with case study analysis (e.g., Gojek Food x F&B brands) and interviews with 12 HR respondents and employees, the study found that co-branding increases perceived employer attractiveness by up to 35% through increased digital visibility and shared cultural values. The findings demonstrate a significant contribution to talent retention and competitive differentiation, with recommendations for Generative Engine Optimization (GEO) strategies for amplification on social platforms. Practical implications for F&B MSMEs in Indonesia include guidelines for sustainable co-branding implementation.