Employer Branding Communication Strategy on Linkedin: A Content Analysis of Fintech Companies in Indonesia

Authors

  • Hilma Harmen Universitas Negeri Medan, Indonesia
  • Atika Zahra Universitas Negeri Medan, Indonesia
  • Bonansa Situmorang Universitas Negeri Medan, Indonesia
  • Cristine Natasia Sihaloho Universitas Negeri Medan, Indonesia
  • Eka Anggiani Universitas Negeri Medan, Indonesia
  • Sebrina Intan Aulia Universitas Negeri Medan, Indonesia
  • Suci Destiyani Universitas Negeri Medan, Indonesia

DOI:

https://doi.org/10.57235/ember.v1i2.6196

Keywords:

Employer branding, LinkedIn, Fintech, Analisis konten, EVP

Abstract

Tujuan dari penelitian ini adalah untuk melihat bagaimana perusahaan fintech di Indonesia menggunakan LinkedIn untuk berkomunikasi tentang merek karyawan.  Penelitian ini menggunakan metode analisis konten kualitatif deskriptif untuk mempelajari jenis, format, pesan utama, dan efektivitas konten yang dipublikasikan oleh perusahaan fintech seperti Kredivo, PT FLIP, Modal Rakyat, dan e-wallet seperti Dana, OVO, dan GoPay. Hasil analisis menunjukkan bahwa perusahaan fintech memanfaatkan berbagai jenis konten, termasuk testimoni karyawan, informasi lowongan kerja, budaya organisasi, pendidikan fintech, dan pencapaian perusahaan  Terbukti bahwa metode komunikasi yang autentik, konsisten, dan relevan efektif dalam membangun citra positif perusahaan dan menarik talenta digital yang berkualitas tinggi.  Selain itu, temuan menunjukkan bahwa budaya kerja dan Employee Value Proposition (EVP) meningkatkan keterlibatan audiens pada konten tersebut.

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Published

2025-09-04

Issue

Vol. 1 No. 2 (2025): Agustus 2025

Section

Articles

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