Strategi Komunikasi Digital Melalui Konten Media Sosial dalam Mengomunikasikan Employer Branding di PT Gondowangi

Abstract

Strategi komunikasi digital melalui media sosial penting dalam membangun employer branding ketika identitas perusahaan sebagai tempat bekerja belum banyak dikenal meskipun produknya telah dikenal luas. Penelitian ini bertujuan mendeskripsikan strategi komunikasi digital dalam mengomunikasikan employer branding serta menganalisis representasi Employee Value Proposition (EVP) melalui konten media sosial PT Gondowangi. Penelitian menggunakan metode kualitatif deskriptif dengan pendekatan strategi komunikasi organisasi. Data diperoleh melalui wawancara, observasi, dokumentasi, dan studi literatur, kemudian dianalisis melalui reduksi, penyajian, dan penarikan kesimpulan. Hasil penelitian menunjukkan PT Gondowangi menerapkan strategi komunikasi melalui tahapan mengenali khalayak, menyusun pesan, menetapkan metode, memilih media, dan mengidentifikasi hambatan komunikasi. Employer branding dikomunikasikan melalui EVP yang mencakup kompensasi, benefit, lingkungan kerja, peluang karier, serta budaya dan nilai perusahaan. Penelitian ini berimplikasi bahwa komunikasi EVP melalui media sosial mendukung penguatan employer branding perusahaan.

Digital communication strategies through social media are crucial for building employer branding when a company's identity as a workplace is not yet widely recognized, even though its products are already well-known. This study aims to describe digital communication strategies in communicating employer branding and analyze the representation of the Employee Value Proposition (EVP) through PT Gondowangi's social media content. The study employed a descriptive qualitative method with an organizational communication strategy approach. Data were obtained through interviews, observations, documentation, and literature studies, then analyzed through reduction, presentation, and conclusion drawing. The results show that PT Gondowangi implements a communication strategy through the stages of identifying the audience, developing messages, determining methods, selecting media, and identifying communication barriers. Employer branding is communicated through the EVP, which includes compensation, benefits, work environment, career opportunities, and corporate culture and values. This study implies that EVP communication through social media supports the strengthening of the company's employer branding.