Strategi Employer Branding dalam Membangun Citra Hangry Indonesia melalui Media Sosial Instagram @lifeathangry

Abstract

Penelitian ini bertujuan untuk mengetahui strategi employer branding Hangry Indonesia dalam membangun citra perusahaan melalui media sosial Instagram @lifeathangry serta bagaimana employee value proposition (EVP) dikomunikasikan dalam strategi tersebut. Metode penelitian ini dilakukan dengan pendekatan kualitatif melalui wawancara mendalam terhadap tim employer branding. Hasil penelitian menunjukkan bahwa strategi employer branding Hangry mengikuti tahapan employer branding journey. Strategi employer branding yang dijalankan Hangry berdampak pada terbentuknya citra perusahaan di media sosial Instagram. Selain meningkatkan engagement di Instagram, strategi ini juga berkontribusi terhadap meningkatnya awareness dan minat pelamar terhadap Hangry Indonesia sebagai tempat kerja yang menarik dan relevan dengan kebutuhan target audiens.

This study aims to explore the employer branding strategy of Hangry Indonesia in building the company’s image through the Instagram account @lifeathangry, as well as how the Employee Value Proposition (EVP) is communicated within that strategy. This research adopts a qualitative approach through in-depth interviews with the employer branding team. The findings indicate that Hangry’s employer branding strategy follows the stages of the employer branding journey. The implementation of this strategy has significantly contributed to shaping the company's image on Instagram. In addition to increasing engagement on the platform, the strategy has also helped raise awareness and attract potential applicants by positioning Hangry Indonesia as an appealing workplace that aligns with the needs of its target audience.