Pemasaran Terpadu Digital Untuk Iklan Lowongan Kerja: Studi Kasus Di Industri Outsourcing

Dwitariniki, Alyya Fadia (2025) Pemasaran Terpadu Digital Untuk Iklan Lowongan Kerja: Studi Kasus Di Industri Outsourcing. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

PT Citra Karya Terpercaya (PT CKT), sebuah perusahaan outsourcing, menghadapi tantangan rekrutmen digital berupa tingginya mismatch pelamar, keterbatasan media distribusi, dan ketiadaan sistem evaluasi berbasis data. Penelitian ini merancang dan mengevaluasi strategi komunikasi pemasaran digital berbasis kerangka SOSTAC®, dengan pendekatan studi kasus kualitatif. Data diperoleh melalui analisis dokumen internal, observasi kanal digital (Instagram, Glints, JobStreet, Facebook, Telegram), serta metrik kampanye digital. Hasil penelitian menunjukkan bahwa strategi multi-platform mampu menekan mismatch pelamar secara signifikan. Glints terbukti paling efektif untuk perekrutan entry-level dengan sistem penyaringan otomatis, menghasilkan tingkat kesesuaian pelamar 58,2% dan Cost per Accepted Applicant (CPA) sebesar ±Rp 1.029. CPA dalam hal ini digunakan sebagai salah satu indikator keberhasilan strategi dalam mengukur efisiensi biaya akuisisi pelamar. Sebaliknya, JobStreet menghasilkan pelamar lebih banyak namun mismatch tinggi serta CPA yang tidak efisien (±Rp 14.563). Instagram berperan dalam branding, sedangkan website dan komunitas digital mendukung distribusi informasi secara luas. Penelitian ini menegaskan bahwa mismatch bukan semata akibat kualitas pelamar, melainkan karena pemilihan kanal yang tidak sesuai dengan profil posisi. Dengan demikian, SOSTAC® berperan sebagai kerangka berpikir yang sistematis, namun efektivitas aktual ditentukan oleh kesesuaian strategi dengan karakteristik target pasar. Temuan ini memberikan kontribusi praktis bagi perusahaan outsourcing dalam membangun sistem rekrutmen digital yang adaptif, selektif, dan efisien. =======================================================================================================================================
PT Citra Karya Terpercaya (PT CKT), an outsourcing company, faces several challenges in digital recruitment, including a high rate of applicant mismatch, limited media distribution, and the absence of a data-driven evaluation system. This study aims to design and evaluate a digital marketing communication strategy using the SOSTAC® framework through a qualitative case study approach. Data were collected through internal document analysis, observations of digital channels (Instagram, Glints, JobStreet, Facebook, Telegram), and digital campaign performance metrics. The findings indicate that a multi-platform strategy significantly reduces applicant mismatch. Glints proved to be the most effective platform for entry-level recruitment due to its automated screening system, resulting in a 58.2% applicant suitability rate and a Cost per Accepted Applicant (CPA) of approximately Rp 1,029. In this context, CPA serves as a key indicator of strategic success by measuring the cost-efficiency of acquiring qualified applicants. In contrast, JobStreet generated a higher volume of applicants but showed a high mismatch rate and an inefficient CPA of approximately Rp 14,563. Instagram supported employer branding efforts, while the company website and digital communities facilitated broader information dissemination. This study emphasizes that mismatch is not merely a result of applicant quality but also a consequence of misaligned channel selection relative to job profile characteristics. Accordingly, the SOSTAC® framework provides a systematic structure for strategy formulation, yet its actual effectiveness is determined by how well the strategy aligns with the target market's traits. These findings offer practical insights for outsourcing companies in developing digital recruitment systems that are adaptive, selective, and cost-efficient.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Strategi Komunikasi Pemasaran, SOSTAC®, Iklan Lowongan Kerja, Rekrutmen Digital, Outsourcing
Subjects:	T Technology > T Technology (General)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Alyya Fadia Dwitariniki
Date Deposited:	30 Jul 2025 15:46
Last Modified:	30 Jul 2025 15:46
URI:	http://repository.its.ac.id/id/eprint/123279

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