Does International Assignment Matter?: Indonesian Women's Perception on Multi-national Companies' Attractiveness

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International assignment has been a popular global staffing activity in multi-national companies (MNCs) because of its numerous benefits. However, women’s participation in international assignment is still low compared to men while actually women were found to have suitable eagerness, skills, and characteristics for international assignment. Besides, today’s competition in acquiring qualified talent with global talent is fierce. Since international assignment contributes to organizational attractiveness, particularly in development value, MNC needs to deploy some strategies to promote the benefits of international assignment in order to distinct themselves from the competitors therefore build a bigger talent pool. Hence, this study aims to explore the role of international assignment and its branding practices on Indonesian women’s perception towards MNC’s attractivenss. The study was conducted with qualitative method using in-depth interview technique to 10 participants. 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 branding efforts in international assignment branding, family-related issues, and the time periode of the assignment.
Original languageEnglish
Title of host publicationProceedings of the 3rd International Conference on Social Sciences, Laws, Arts and Humanities
ISBN (Print)978-989-758-515-9
Publication statusPublished - 1 Jan 2021


  • International assignment
  • women’s perception
  • multi-national attractiveness


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