AIESEC merupakan organisasi sosial pemuda internasional yang berada di 110 negara yang bergerak di bidang leadership dan

exchange. Salah satunya terdapat di Indonesia yang disebut AIESEC Indonesia. Organisasi tersebut adalah not-for-profit organizations yang termasuk ke dalam tipe membership organizations. Aktivitas yang dijalani oleh organisasi tersebut telah berskala internasional dan mengalami perkembangan dalam program-program serta kegiatan yang bersifat sosial maupun pendidikan. Sehingga dalam operasionalnya dibutuhkan pengawasan dan pemeriksaan yang bersifat internal sebagai sebagai alat untuk mengetahui apakah dalam pelaksanaan kegiatannya telah mematuhi kebijakan dan prosedur yang telah ditetapkan melalui aktivitas pengendalian yaitu audit internal. AIESEC Indonesia telah menjalankan audit internal dan memiliki internal-auditor-team dalam struktur organisasinya. Oleh karena itu, perlu dilakukan penelitian lebih lanjut mengenai fungsi audit internal pada organisasi non-profit ini. Bagaimanakah penerapan fungsi dari audit internal untuk membantu organisasi tersebut dalam menjalankan kegiatan organisasi dan meningkatkan kinerja organisasi tersebut. Selain itu juga meneliti bagaimanakah efektivitas dari penerapan audit internal yang digunakan organisasi non-profit tersebut sebagai alat untuk pengendalian internal organisasi dalam menjalankan aktivitas untuk pencapaian tujuan organisasi. Khususnya di wilayah Jawa Tengah telah dipelopori Universitas Diponegoro (Undip) Semarang, sejak tahun 1991. Misi yang diusung AIESEC adalah Peace and Fulfilment of Humankinds Potential. Intinya menjaga perdamaian masyarakat, memunculkan segala potensi yang ada sesuai dengan nama AIESEC yaitu dalam bidang ekonomi dan sosial.

Depending on the requirements of a company, AIESEC provides access to international Talent that can be students, recent graduates and young professionals with work experience. As well there exist growing potential for reaching a great audience of AIESEC Alumni across the world. Global Exchange Program Global Internship program in partnership with AIESEC is the most effective and direct way to access young AIESEC talent. AIESEC internship programs aim to be both short term and long term HR solutions tailored to each partners individual requirements, based on the programs objectives and countries involved. AIESEC Graduates Program AIESEC Graduates Program is a complete solution for sourcing high-profile international talent for permanent placements and building desirable employer brand. Solution offers specific

brand profiling and access to dynamic, forward thinking, experienced international talent across 113 countries and territories. It is designed to build independent talent pipeline which could be connected to existing graduates programs. Positioning among The Alumni Network After 60 years of activating youth leadership AIESEC connects thousands of its past members around the world. AIESEC Alumni is a broad and diverse group with professionals at different levels of organizations in diverse sectors worldwide . Currently through its online platform AIESEC connects more than 60 000 AIESEC Alumni many of whom are now upcoming business, social and political leaders.

Employer Branding Opportunities The AIESEC network has proven to enable organizations to develop a strong brand of employer of choice across over 113 countries and territories within a very short period of time. Organizations whose brand is well recognized globally have also worked with AIESEC beyond basic brand building exercises their partnership with AIESEC helps them to develop a closer understanding of the company and its leaders through regular interaction on-line and during events. AIESEC Regional and Global conferences, provide the opportunity to work with young talent globally through: Partnership Launches: Launches provide opportunity to present opportunities to current/ incoming AIESEC national leadership bodies members in the specific region or globally, who are best quality future participants and promoters of Exchange Program Partnership Workshops: provides opportunity to interact with the members of AIESEC build connection with them through delivery of knowledge/skills workshop and additionally gives space to present opportunities within the company. Participation in conference workshop provides full access to selected group of members of AIESEC national leadership bodies AIESEC Regional and Global Conferences, include: International Congress: The International Congress is AIESECs Annual Global Leadership Convention and the largest event of AIESEC. Every year, leadership teams from over 100 countries and territories gather in a different country to unify in direction, learn about world issues, develop knowledge and skills, network and interact with AIESECs partners and supporters. The event has been an excellent opportunity for organizations and individuals to interact with more than 600 some young, active, talented university students from all around the

world who have the ambition to become business, governmental, academic, and civil society leaders and have positive impact on their community. International Presidents Meeting: International Presidents Meeting: is a global youth forum that brings together more than 200 current and future top leaders of AIESEC who work together to fulfill the ambition of AIESEC as an organization. National leadership bodies Presidents, as leaders of AIESEC in their country, go through unique leadership experience & play crucial role in shaping direction and major activities of organization. Regional Conferences: AIESEC Regional Conferences are one Global Event driven in 5 different locations around the world. It gathers upcoming AIESEC Leadership teams within their region. Conference is happening at initial phase of year, when its the best time for building regional and national plans, intensive education, developing skills for functional roles and competences. Participation in the conference gives unique opportunity to interact with young talents and strengthen companys employer brand in a certain region. It allows to focus on a target market and tailor employer brand initiatives to companys current needs.

1.0 History of the AIESEC Brand What is a brand? 1.0 History of the AIESEC Brand A brand is more than just a logo, slogan or a colour scheme; it is the image and reputation that we want others to associate with ourorganization. A brand is the image and reputation that we want others to associate with our organization. A brand is also a description of theorganization that we want to be. A brand is an expression of your actions and what you do every day. What is a brand? 1.0 History of the AIESEC Brand Our global brand is represented through our living The AIESEC Way.

Our Brand Experience is the experience wewant ourstakeholders (members, supporters and enablers) to live when they interact with AIESEC. The closer we can make thisexperience to the entirety of our Brand Experience the more we are strengthening our global brand every day. Why do we have a global brand? 1.0 History of the AIESEC Brand to be more consistent and credible to attract more stakeholders and give AIESEC aclear competitive advantage to attract the right stakeholders and to set the right expectations to align the organizationto globally leverage the AIESEC Experience Brand Promise vs. Brand Experience: an evolution 1.0 History of the AIESEC Brand Brand Promise (2004) difficult to apply to products quite internally focused not providing reasons for partners to engage with AIESEC rather than our competition made up of words that we felt best described AIESEC no clear plan on how to use it in practice Brand Promise vs. Brand Experience: an evolution 1.0 History of the AIESEC Brand Brand Experience (2007) a tool used to filter everything we do to understand its alignment to our brand, which in the endsupports in its strengthening first considers the outside environment and looksinward reflects how our stakeholders actually experience our brand when they interact with AIESEC reflects how we do thingsdifferently than our competitors

2.0 Brand Experience Brand Experience 1.0 History of the AIESEC Brand Brand Experience - overview 2.0 Brand Experience Brand Experience A simple way to understandhow our target audiences (members,supporters and enablers)experience (orinteract with) the AIESEC brand. The interactions and touch points they have with AIESEC will shape the impression of whatAIESEC is to them, and by being conscious of this we can manage the kind of experience we would like our target audiences tohave with AIESEC. Brand Experience - overview 2.0 Brand Experience Elements Our competitors (organizations offering similar products to our target audiences) Target audiences (our potential members, enablers and supporters) Physical manifestations (the first interaction point to AIESEC for our target audiences) Benefits (what our target audiences get out of engaging with AIESEC) Our Values (reflective of The AIESEC Way) Discriminator (what distinguishes us from our competitors)

 Essence (what we do in AIESEC, what we are about) Competitors Our Competitors 2.0 Brand Experience Our competitors are other organizations that offer similar experiences to our target audiences as we do. These include organizations offering: Work abroad opportunities Volunteer abroad opportunities Cultural experiences Skills development Networks Target audience Our target audiences 2.0 Brand Experience Our target audiences can be divided into three distinct groups of people: Members Enablers (TN takers, mentors and learning/content partners) Supporters (financial and in-kind partners, Board of Advisors) Our target audiences - Members 2.0 Brand Experience Characteristics for potential members:

Young people recent graduates and students Youth interested in world issues Those who enjoy challenges Open minded active learners Those with an interest in leadership development Passionate and determined Those looking for learning and development opportunities Our target audiences - Enablers 2.0 Brand Experience Characteristics for potential enablers: TN takers o o o o Companies expanding to other countries Companies that needs and employees with specific characteristics Companies with strong CSR or a willingness to start Issues focused; market leaders

Learning/content partners o o o o Organizations working with issues relevant in society Global organizations (with global reach) Research-based organizations Individuals with specific skills/knowledge/experience in a particular field

Our target audiences - Enablers 2.0 Brand Experience Characteristics for potential enablers: Mentors o HR companies/specialists

o o o

University professors Alumni Industry specialists

Our target audiences - Supporters 2.0 Brand Experience Characteristics for potential supporters: Sponsors, financial and in-kind o o o Organizations working on similar issues relevant in society Companies/organizations that are working with youth Organizations with the same end benefit

Board of advisors o o o Industry specialists Alumni High profile people

Physical manifestation Physical manifestations 2.0 Brand Experience Physical manifestations includes all the external touch points (or interaction points) our target audiences have with AIESEC marketing materials visual branding guidelines (including our logo), but also extends to much more than this The first interaction point that our target audiences have with AIESEC including everything from physical meetings to our website, conferences, even our Code of Ethics, all shape the way our target audiences will understand AIESEC. Benefits

Benefits 2.0 Brand Experience Benefits are what our target audiences (or stakeholders) get out of engaging with AIESEC. These are the benefits that our target audiences experience when they interact with AIESEC: Societal impact Personal and professional development International experience Global network Benefits Societal impact 2.0 Brand Experience Benefits Personal and professional development 2.0 Brand Experience Benefits Global network 2.0 Brand Experience Benefits International experience 2.0 Brand Experience Values Values 2.0 Brand Experience an important part of the Brand Experience our values dictate how we should act according to our value system for the organization our values also represent what our target audiences experience and live when they interact with AIESEC Acting sustainably Demonstrating integrity

Activating leadership Enjoying participation Living diversity Striving for excellence Differentiator Differentiator 2.0 Brand Experience Differentiator what makes us unique what sets us apart from the competition pointhow we do what we do differently than our competitors Differentiator 2.0 Brand Experience Three concrete things that combined set AIESEC apart include: Youth driven the concept that AIESEC is run by youth for youth Integrated experience the AIESEC experience comprised of leadership opportunities, an international exchange and a global learning environment Impact/activating positive leadership making a positive impact on society = Youth drivenimpactfulexperience Differentiator 2.0 Brand Experience Youth driven - emphasizes energy, passion, emotion, and leadership or leading, essentially what AIESEC is about, also reinforces the fact that we are youth run. Impactful

- experience that our stakeholders have when they engage with AIESEC, and the positive impact it can have on them and/or on society. Experience experience draws together all aspects of the AIESEC experience leadership opportunities international exchange global learning environment Essence Essence 2.0 Brand Experience Essence explains what we do as an organization. may not be different to our competitors, but it is the centre of our actions. AIESEC is about providing the platform and necessary tools for youth to develop themselves, so that they can have a positive impact on their environments. Essence 2.0 Brand Experience 2.0 Brand Experience Essence 2.0 Brand Experience Essence 2.0 Brand Experience The essence of activating leadership can be captured in three simple elements: AIESEC is the platform - individuals drive their own experience We help individuals to both develop and discover their potential Our ambition is to develop people that will have a positive impact

on society 3.0 Filter tool Filter tool 3.0 Filter tool - a simple set of questions that you can apply to any product or message to check if it is aligned to the Brand Experience or not - tool to help you to indicate what areas need to be improved in order for your product/messaging to be strengthening our brand - to use this tool, you will need to have your product in question with you. Go through the series of questions below and answer them using a traffic light system: - green if the answer if completely true - red if it is completely untrue - yellow if it is somewhere in the middle Filter tool - questions 3.0 Filter tool 1. 2. Is it true to the essence (activating leadership)? Is it true to our differentiator (youth driven impactful

experience) and thus different to those offered by our competitors? 3. 4. Is it consistent with or not contradicting any of our values? Is it reflecting the integrated development experience in The

AIESEC Way (exchange, leadership, global learning environment) and our current organizational strategy? 5. Is it reflecting at least two primary benefits?

6.

Is it adhering to the visual guidelines?

Assessing the results 3.0 Filter tool The result of filtering is an indicator of how closely your assessment reflects the Brand Experience Green - a very good representation of the Brand Experience and will help to strengthen our global brand Yellow- some parts of the product need to be worked on a bit more, use the filter tool to help you identify what areas exactly need a bit of work in order to be more reflective of our ideal Brand Experience - Red- consider how much this product is reflecting our Brand Experience, consider the need of this product in your LC or MC and work out a plan to ensure the product will be redefined in the future