This study aims to investigate the factors that influence millennials’ perceptions and preferences in regard to career choices within the state-owned energy sector in Indonesia. The research objective is to understand how to remain competitive in the current disruptive job market by examining a company’s recruitment and retention strategies, and analyzing data collected through econometric surveys. Factors significantly affecting the willingness to work at PLN include its past and present reputation, product societal impact, CSR efforts, and the individual’s gender, age, and job-seeking status, with positive views on PLN and its CSR activities encouraging the inclination to work there. Income expectations are influenced by similar aspects—PLN’s reputation, its product’s societal role, and CSR initiatives—alongside gender and education level, particularly for those with undergraduate or Master’s degrees. Notably, favorable perceptions of PLN and higher educational attainment are linked to increased salary expectations. The results from the survey indicate that a significant proportion of respondents, over 80%, expressed a desire to work at one of Indonesia’s state-owned energy companies (PLN), with a desired monthly salary of IDR 7,466,905. Furthermore, when compared to other state-owned energy companies in Indonesia, PLN holds a strong position, ranking second among this type of companies. This study provides valuable insights for energy companies in Indonesia, by understanding the career preferences of millennials and aligning their employer branding strategies accordingly, in order to remain competitive in the current job market.

This study aimed to examine the customer interest in using rooftop PV considering the economic background and customer profile in Indonesia’s electricity market using primary survey data with potential and existing (households and industries) respondents. This research uses logit model regression to analyze the impact of the demographic background of respondents and uses exploratory factor analysis (EFA) to understand the reasons why the existing users utilize rooftop PV at their homes. The results show that education, residence location, and income can positively and significantly affect the probability of using rooftop PV as the source of electricity. Then, there are several factors that influence the use of rooftop PV, such as easily finding it in their area, having concern for the environment, following trends, and loyalty. Some disadvantages of installing rooftop PV are felt by users, such as relatively high installation cost and frequent overheating during usage. Regarding customer satisfaction, most of the respondents from both households and industries answered that they were satisfied with their rooftop’s PV. Consumers say that the benefits they obtain are comparable to the required installation costs, and the majority of consumers also said that the rooftop PV worked well and did not need many repairs every month, so consumers did not need to spend significant money on it.