Analisis Penerapan Komunikasi Terintegrasi Dalam Pengelolaan Employer Branding di PT Telkom Indonesia (Persero), Tbk
Abstract
Telkom Indonesia pada tahun 2022 mendapatkan award Best Workplace Asia dari Great Place to Work Institute dan Top 1 Companies Indonesia dari LinkedIn. Penelitian ini bertujuan untuk mengetahui bagaimana implementasi komunikasi terintegrasi dalam pengelolaan employer branding di PT Telkom Indonesia (Persero), Tbk. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus untuk mengeksplorasi program, kebijakan, dan fasilitas sebagai implementasi komunikasi terintegrasi dan employer branding yang ditujukan kepada karyawan sebagai stakeholder internal dan calon karyawan sebagai stakeholder eksternal. Pengumpulan data dilakukan melalui wawancara. Wawancara dilakukan kepada staff Human Capital Communication & Employer Branding Telkom Indonesia. Hasil penelitian menunjukkan bahwa Telkom Indonesia memiliki empat Employee Value Proposition (EVP) yang digunakan sebagai landasan dalam implementasi komunikasi employer branding, yaitu learn, grow, contribute, dan a great place for digital innovation champion. Bentuk implementasi komunikasi terintegrasi dalam pengelolaan employer branding di Telkom Indonesia diantaranya diantaranya yaitu kebijakan FWA (Flexible Working Arrangement), program Digistar, GPDP, GPSP, AyoBikinNyata, serta fasilitas kepada karyawan untuk merealisasikan ide start up-nya melalui inkubator bisnis AMOEBA. Telkom Indonesia juga sudah menggunakan berbagai media sosial dan menerapkan strategi omnichannel dalam aktivitas komunikasi employer branding, baik ke internal maupun ke eksteral.
Kata Kunci-Employee Value Proposition, Employer Branding, Komunikasi Terintegrasi, Omnichannel
References
Abdussamad, Z. (2021). Metode Penelitian Kualitatif (1st ed., Vol. 1). Syakir Media Press.
Ahmad, A., Khan, M. N., & Haque, M. A. (2020a). Employer Branding Aids in Enhancing Employee Attraction and Retention. Journal of Asia-Pacific Business, 21(1), 27-38. https://doi.org/10.1080/10599231.2020.1708231
Ahmad, A., Khan, M. N., & Haque, M. A. (2020b). Employer Branding Aids in Enhancing Employee Attraction and Retention. Journal of Asia-Pacific Business, 21(1), 27-38. https://doi.org/10.1080/10599231.2020.1708231
Alwasilah, A. C. (2015). Pokoknya Studi Kasus: Pendekatan Kualitatif. PT Kiblat Buku Utama.
Alzaid, D., & Dukhaykh, S. (2023). Employer Branding and Employee Retention in the Banking Sector in Saudi Arabia: Mediating Effect of Relational Psychological Contracts. Sustainability (Switzerland), 15(7).
https://doi.org/10.3390/su15076115
Amelia, A. (2018). Employer Branding: When HR Is The New Marketing. PT Gramedia.
Arinawati, L., & Purbasari, R. (2021). PENGARUH EMPLOYER BRAND TERHADAP EMPLOYEE ENGAGEMENT PADA PT. TELEKOMUNIKASI INDONESIA. In Journal of Applied Business and Economic (JABE (Vol. 8, Issue 2). https://ekbis.rmol.co/,
Ariyanto, R., & Kustini, K. (2021). Employer branding and employee value proposition: The key success of startup companies in attracting potential employee candidates. Annals of Human Resource Management Research, 1(2), 113-125. https://doi.org/10.35912/ahrmr.v1i2.728
Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517. https://doi.org/10.1108/13620430410550754
Bellou, V., Chaniotakis, I., Kehagias, I., & Rigopoulou, I. (2015). Employer Brand of Choice: an employee perspective. Journal of Business Economics and Management, 16(6), 1201-1215.
https://doi.org/10.3846/16111699.2013.848227
Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer
branding. International Journal of Advertising, 24(2), 151-172.
https://doi.org/10.1080/02650487.2005.11072912
Biswas, M. K., & Suar, D. (2016). Antecedents and Consequences of Employer Branding. Journal of Business Ethics,
(1), 57-72. https://doi.org/10.1007/s10551-014-2502-3
Bussin, M., & Mouton, H. (2019). Effectiveness of employer branding on staff retention and compensation
expectations. South African Journal of Economic and Management Sciences, 22(1). https://doi.org/10.4102/sajems.v22i1.2412
Chandrilika, T., & Prasetya, K. A. (2017). PENERAPAN STRATEGI EMPLOYER BRANDING DAN EMPLOYEE VALUE PROPOSITION UNTUK MENCIPTAKAN EMPLOYEE ENGAGEMENT (Studi Pada PT Bank
Central Asia Tbk). In Jurnal Administrasi Bisnis (JAB)|Vol (Vol. 50, Issue 5).
Chou, C.-M. (2014). Social Media Characteristics, Customer Relationship and Brand Equity. Journal of Applied Business and Economics, 16(1).
Christensen, L. T., Firat, A. F., & Torp, S. (2008). The organisation of integrated communications: Toward flexible integration. European Journal of Marketing, 42(3-4), 423-452. https://doi.org/10.1108/03090560810853002
CNN. (2023, February 2). Susul Twitter, Pinterest PHK 150 Karyawan Demi Efisiensi Biaya. CNN Indonesia.
CNN Indonesia. (2022). Telkom, BUMN Pertama yang Terima Sertifikasi Great Place to Work.
Creswell, J. W. (2019). Research Design: Pendekatan Metode Kualitatif, Kuantitatif, dan Campuran (4th ed.). Pustaka Pelajar.
Cubukcu, C. (2018, March 17). Why Employer Branding Is So Important. Enterpreneur.
Easa, N. F., & Bazzi, A. M. (2020). The influence of employer branding on employer attractiveness and employee engagement and retention: Ten years of literature. In International Journal of Customer Relationship Marketing and Management (Vol. 11, Issue 4, pp. 48-69). IGI Global. https://doi.org/10.4018/IJCRMM.2020100104
Fadhillah, I. (2022, November 22). Terkuak! Ini yang Diduga Biang Kerok Startup RI PHK Massal. Detikcom.
GPTW Institute. (2022a). Best Workplaces in Asia 2022. https://greatplacetowork.me/home/best-workplaces-in-asia2022/
GPTW Institute. (2022b). Company culture at PT Telkom Indonesia (Persero) Tbk.
https://greatplacetowork.co.id/gptwcertified/pt-telkom-indonesia-persero-tbk/
GPTW Institute. (2022c). Indonesia Best Workplaces 2022. https://greatplacetowork.co.id/indonesia-bestworkplaces-2022-list/
Gustam, R. R. (2015). KARAKTERISTIK MEDIA SOSIAL DALAM MEMBENTUK BUDAYA POPULER KOREAN POP DI KALANGAN KOMUNITAS. EJournal Ilmu Komunikasi, 3(2), 224-242.
Halim, F., & Prasetya, M. Y. (2022). Ranking 153 Dunia, Telkom Satu-satunya Perusahaan RI di Forbes 2022 World's
Harahap, N. (2020). PENELITIAN KUALITATIF (1st ed., Vol. 1). Wal Ashri Publishing.
Indrawan, R., & Yaniawati, P. (2014). Metodologi Penelitian Kuantitatif, Kualitatif, dan Campuran untuk Manajemen, Pembangunan, dan Pendidikan (1st ed.). PT Refika Aditama.
Juaneda-Ayensa, E., Mosquera, A., & Murillo, Y. S. (2016). Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in Psychology, 7(JUL).
https://doi.org/10.3389/fpsyg.2016.01117
Kriyantono, R. (2009). Teknik Praktis Riset Komunikasi (1st ed., Vol. 4). Kencana.
Kucherov, D., & Zhiltsova, E. (2021). Social Media in Employer Branding in FMCG in Russia: Millennials' Perspective. Journal of East-West Business, 27(2), 160-183. https://doi.org/10.1080/10669868.2020.1862383
Kushwaha, B. P., Singh, R. K., Varghese, N., & Singh, V. N. (2020). Integrating social media and digital media as new elements of integrated marketing communication for creating. Journal of Content, Community and Communication, 10(6), 52-64. https://doi.org/10.31620/JCCC.06.20/05
LinkedIn. (2022). Top Companies 2022: 15 tempat kerja terbaik di Indonesia untuk mengembangkan karier Anda.
https://www.linkedin.com/pulse/top-companies-2022-15-tempat-kerja-terbaik-di-indonesia-/
Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.
https://doi.org/10.1080/02650487.2005.11072912
Biswas, M. K., & Suar, D. (2016). Antecedents and Consequences of Employer Branding. Journal of Business Ethics,
(1), 57-72. https://doi.org/10.1007/s10551-014-2502-3
Bussin, M., & Mouton, H. (2019). Effectiveness of employer branding on staff retention and compensation expectations. South African Journal of Economic and Management Sciences, 22(1).
https://doi.org/10.4102/sajems.v22i1.2412
Chandrilika, T., & Prasetya, K. A. (2017). PENERAPAN STRATEGI EMPLOYER BRANDING DAN EMPLOYEE VALUE PROPOSITION UNTUK MENCIPTAKAN EMPLOYEE ENGAGEMENT (Studi Pada PT Bank
Central Asia Tbk). In Jurnal Administrasi Bisnis (JAB)|Vol (Vol. 50, Issue 5).
Chou, C.-M. (2014). Social Media Characteristics, Customer Relationship and Brand Equity. Journal of Applied Business and Economics, 16(1).
Christensen, L. T., Firat, A. F., & Torp, S. (2008). The organisation of integrated communications: Toward flexible integration. European Journal of Marketing, 42(3-4), 423-452. https://doi.org/10.1108/03090560810853002
CNN. (2023, February 2). Susul Twitter, Pinterest PHK 150 Karyawan Demi Efisiensi Biaya. CNN Indonesia.
CNN Indonesia. (2022). Telkom, BUMN Pertama yang Terima Sertifikasi Great Place to Work.
Creswell, J. W. (2019). Research Design: Pendekatan Metode Kualitatif, Kuantitatif, dan Campuran (4th ed.). Pustaka
Pelajar.
Cubukcu, C. (2018, March 17). Why Employer Branding Is So Important. Enterpreneur.
Easa, N. F., & Bazzi, A. M. (2020). The influence of employer branding on employer attractiveness and employee engagement and retention: Ten years of literature. In International Journal of Customer Relationship Marketing and Management (Vol. 11, Issue 4, pp. 48-69). IGI Global. https://doi.org/10.4018/IJCRMM.2020100104
Fadhillah, I. (2022, November 22). Terkuak! Ini yang Diduga Biang Kerok Startup RI PHK Massal. Detikcom.
GPTW Institute. (2022a). Best Workplaces in Asia 2022. https://greatplacetowork.me/home/best-workplaces-in-asia2022/
GPTW Institute. (2022b). Company culture at PT Telkom Indonesia (Persero) Tbk.
https://greatplacetowork.co.id/gptwcertified/pt-telkom-indonesia-persero-tbk/
GPTW Institute. (2022c). Indonesia Best Workplaces 2022. https://greatplacetowork.co.id/indonesia-bestworkplaces-2022-list/
Gustam, R. R. (2015). KARAKTERISTIK MEDIA SOSIAL DALAM MEMBENTUK BUDAYA POPULER KOREAN POP DI KALANGAN KOMUNITAS. EJournal Ilmu Komunikasi, 3(2), 224-242.
Halim, F., & Prasetya, M. Y. (2022). Ranking 153 Dunia, Telkom Satu-satunya Perusahaan RI di Forbes 2022 World's
Harahap, N. (2020). PENELITIAN KUALITATIF (1st ed., Vol. 1). Wal Ashri Publishing.
Indrawan, R., & Yaniawati, P. (2014). Metodologi Penelitian Kuantitatif, Kualitatif, dan Campuran untuk Manajemen, Pembangunan, dan Pendidikan (1st ed.). PT Refika Aditama.
Juaneda-Ayensa, E., Mosquera, A., & Murillo, Y. S. (2016). Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in Psychology, 7(JUL).
https://doi.org/10.3389/fpsyg.2016.01117
Kriyantono, R. (2009). Teknik Praktis Riset Komunikasi (1st ed., Vol. 4). Kencana.
Kucherov, D., & Zhiltsova, E. (2021). Social Media in Employer Branding in FMCG in Russia: Millennials' Perspective. Journal of East-West Business, 27(2), 160-183. https://doi.org/10.1080/10669868.2020.1862383
Kushwaha, B. P., Singh, R. K., Varghese, N., & Singh, V. N. (2020). Integrating social media and digital media as new elements of integrated marketing communication for creating. Journal of Content, Community and Communication, 10(6), 52-64. https://doi.org/10.31620/JCCC.06.20/05
LinkedIn. (2022). Top Companies 2022: 15 tempat kerja terbaik di Indonesia untuk mengembangkan karier Anda.
https://www.linkedin.com/pulse/top-companies-2022-15-tempat-kerja-terbaik-di-indonesia-/
