Abstract:

The extensive use of international assignment has been widely discussed by scholars as a tool for developing future leaders in global companies. Due to a more borderless and disruptive world, this strategy is increasingly popular in searching for global talent. However, little is known about the role of international assignment in employer branding. This research explores international assignment branding practices across multi-national companies (MNCs) operated in Indonesia. Focusing on internal and external branding practices, this research examines the implications of international assignment branding practices on women’s perception towards towards MNC’s attractivenss (external) and on female employees’ participation in international assignment (internal). A qualitative approach was adopted using semi-structured interviews with Indonesian female employees across five MNCs as well as female final-year students and fresh graduates. It is found that international assignment is less significant factor of MNC’s attractivess compared to other factors, especially interest and economic value. This finding is also supported by MNC’s lack of external branding efforts in international assignment branding. It is also found that national culture and work-family issues shape MNC’s internal branding practices, which in turn, affect the perception of Indonesian women on international career opportunities. Interestingly, word of mouth plays a role in branding effort, both to prospective and existing employees. While gender bias is not found in international assignment practices across all MNCs, early assignment was found to be effective to boost young and single female employees’ participation in international assignment in regards to the presence of work-family conflict.