Cheryl Septiazalfa S

Peran Employer Branding dan Citra Organisasi Terhadap Daya Tarik Talenta Muda Berbakat di Era TikTok

Introduction

Peran employer branding dan citra organisasi terhadap daya tarik talenta muda berbakat di era tiktok. Teliti peran employer branding & citra organisasi dalam menarik talenta muda berbakat di era TikTok. Temukan bagaimana branding kreatif & citra inklusif memikat Gen Z.

Abstract

Di era digital yang semakin berkembang, platform media sosial seperti TikTok menjadi ruang strategis bagi perusahaan dalam membentuk citra dan daya tarik di mata generasi muda. Penelitian ini bertujuan untuk mendeskripsikan peran employer branding dan citra organisasi terhadap daya tarik talenta muda berbakat, khususnya di kalangan pengguna aktif TikTok. Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara kepada pengguna aktif TikTok yang sekaligus pencari kerja dari semua kalangan, termasuk kalangan Generasi Z. Hasil penelitian menunjukkan bahwa employer branding yang komunikatif, autentik, dan kreatif berperan besar dalam membentuk persepsi positif generasi muda terhadap perusahaan. Selain itu, citra organisasi yang progresif dan inklusif juga memberi kontribusi terhadap ketertarikan mereka, terutama karena nilai-nilai, budaya kerja, dan keterlibatan sosial perusahaan semakin menjadi pertimbangan. Dengan demikian, integrasi antara strategi employer branding dan pengelolaan citra organisasi yang adaptif terhadap tren digital termasuk TikTok dapat membentuk citra positif yang relevan bagi talenta muda.

Review

This paper addresses a highly contemporary and critical topic: the role of employer branding and organizational image in attracting young talent within the dynamic landscape of the TikTok era. The research aims to describe how these elements influence the appeal of companies to talented young professionals, particularly active TikTok users. Utilizing a descriptive qualitative approach with data gathered through interviews with job-seeking TikTok users, including Generation Z, the study offers timely insights into evolving talent attraction strategies. The findings present compelling evidence that effective employer branding, characterized by its communicative, authentic, and creative nature, significantly shapes the positive perceptions of the younger generation towards potential employers. Furthermore, a progressive and inclusive organizational image is shown to be a key differentiator, as young talent increasingly prioritizes company values, work culture, and social engagement. This research makes a valuable contribution by highlighting the imperative for organizations to integrate adaptive employer branding and image management strategies that resonate with digital trends, specifically leveraging platforms like TikTok, to foster a relevant and attractive profile for today's young professionals. While the abstract provides a strong overview of the research's relevance and key findings, it naturally leaves room for deeper exploration in the full manuscript. A more detailed discussion on the specific qualitative indicators used to define "communicative," "authentic," and "creative" employer branding, as well as "progressive" and "inclusive" organizational image, would further enrich the understanding. Future work could also benefit from exploring potential variations across different industries or talent segments within Generation Z, or even examining the types of TikTok content and engagement strategies that yield the most impactful results. Nevertheless, this study provides a pertinent framework for companies navigating the competitive landscape of talent attraction in the digital age.

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