Perancangan Kampanye Employer Branding Bagi Gen Z Untuk Membangun Reputasi Budaya Kerja Pada Telkomsel

Riyanto, Ardelia Syanda Maulidhina (2026) Perancangan Kampanye Employer Branding Bagi Gen Z Untuk Membangun Reputasi Budaya Kerja Pada Telkomsel. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perubahan komposisi angkatan kerja yang kini mulai didominasi oleh Gen Z mendorong perusahaan untuk menyesuaikan strategi dalam menarik dan mempertahankan talenta. Gen Z memiliki preferensi terhadap lingkungan kerja yang mendukung pengembangan diri, keseimbangan kehidupan kerja, pemanfaatan teknologi digital, serta budaya kerja yang positif. Kondisi tersebut menjadikan employer branding sebagai strategi penting untuk membangun reputasi perusahaan sebagai tempat bekerja yang sesuai dengan aspirasi Gen Z sebagai calon talenta. PT Telekomunikasi Selular (Telkomsel) telah memiliki reputasi yang kuat sebagai pemimpin industri telekomunikasi di Indonesia dan melakukan pembaruan platform karier sebagai bagian dari strategi employer branding. Namun, komunikasi mengenai budaya kerja dan nilai perusahaan masih memiliki peluang untuk diperkuat agar mampu merepresentasikan pengalaman bekerja di Telkomsel secara lebih komprehensif dan relevan bagi Gen Z. Perancangan ini bertujuan merancang kampanye employer branding bagi Gen Z untuk membangun reputasi budaya kerja Telkomsel melalui representasi nilai kerja perusahaan yang selaras dengan kebutuhan calon talenta. Metode perancangan menggunakan pendekatan kualitatif melalui studi literatur, observasi partisipatif, studi eksisting, studi komparator, wawancara dengan stakeholder dan target audiens, serta analisis data sebagai dasar penyusunan strategi komunikasi. Kampanye dirancang dengan memanfaatkan media digital dan media pendukung yang terintegrasi untuk meningkatkan kesadaran dan mendorong partisipasi audiens terhadap employer brand Telkomsel. Hasil perancangan berupa kampanye employer branding bertajuk "Ruang Penuh Peluang" yang mengomunikasikan Employee Value Proposition (EVP) Telkomsel melalui berbagai media, antara lain poster pada ruang publik, microsite dengan fitur interaktif, serta merchandise yang didistribusikan pada program THRIVE pada company atau campus visit. Kampanye ini diharapkan mampu memperkuat reputasi budaya kerja Telkomsel sebagai tempat bekerja yang mendukung pengembangan diri dan mewadahi berbagai peluang bagi Gen Z.
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The workforce composition, which is increasingly dominated by Gen Z, has encouraged companies to adapt their strategies for attracting and retaining talent. Gen Z prefers a work environment that supports personal development, work-life balance, the use of digital technology, and a positive workplace culture. Consequently, employer branding has become an essential strategy for building a company's reputation as a workplace that aligns with the aspirations of Gen Z as prospective talent. PT Telekomunikasi Selular (Telkomsel) has established a strong reputation as the leading telecommunications company in Indonesia and has renewed its career platform as part of its employer branding strategy. However, the communication of its workplace culture and corporate values still has room for improvement to better represent the employee experience at Telkomsel in a more comprehensive and relevant manner for Gen Z. Therefore, this design project aims to develop an employer branding campaign for Gen Z to strengthen Telkomsel's workplace culture reputation by communicating corporate work values that align with the expectations of prospective talent. This design project employed a qualitative approach through literature review, participatory observation, existing studies, comparative studies, interviews with stakeholders and the target audience, and data analysis to formulate the communication strategy. The campaign was designed by integrating digital and supporting media to increase awareness and encourage audience participation in Telkomsel's employer brand. The final output is an employer branding campaign entitled “Ruang Penuh Peluang”, which communicates Telkomsel's Employee Value Proposition (EVP) through various media, including posters in public spaces, an interactive microsite, and merchandise distributed during the THRIVE program through company visits and campus visits. The campaign is expected to strengthen Telkomsel's workplace culture reputation as a workplace that supports personal development and provides diverse opportunities for Gen Z.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kampanye, Employer Branding, Budaya Kerja, Gen Z, Telkomsel, Campaign, Employer Branding, Workplace Culture, Gen Z, Telkomsel
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) N Fine Arts > NC Drawing Design Illustration
Divisions:	Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Ardelia Syanda Maulidhina Riyanto
Date Deposited:	17 Jul 2026 07:54
Last Modified:	17 Jul 2026 07:54
URI:	http://repository.its.ac.id/id/eprint/135421

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