Analisis Penggunaan Sosial Media LinkedIn Sebagai Branding Perusahaan Melalui Account Recruiter di PT. SPECTRUM UniTec Berdasarkan Teori Corporate Branding

Dewi, Herinda Dyah Kirana and Hapsari Dian Sylvatri, S.S.,M.I.Kom (2024) Analisis Penggunaan Sosial Media LinkedIn Sebagai Branding Perusahaan Melalui Account Recruiter di PT. SPECTRUM UniTec Berdasarkan Teori Corporate Branding. Diploma thesis, Universitas Brawijaya.

Abstract

LinkedIn merupakan jaringan profesional terbesar di dunia yang dimanfaatkan untuk aktivitas pribadi maupun membangun sebuah jaringan bisnis perusahaan. Recruiter di PT. SPECTRUM UniTec telah memanfaatkan sosial media LinkedIn untuk pemostingan lowongan pekerjaan, sehingga pengguna lain mengetahui PT. SPECTRUM UniTec melalui account recruiter. Profil perusahaan dapat dilihat melalui halaman posting pekerjaan yang menggunakan fitur job posting pada akun recruiter. Maka dari itu, secara tidak langsung melalui account recruiter dapat terjadi aktivitas branding perusahaan ketika pemostingan lowongan pekerjaan karena banyak pengguna lain yang mengunjungi profil account recruiter. Namun, interaksi di account recruiter akan meningkat hanya saat adanya aktivitas pemostingan lowongan pekerjaan, sedangkan pemostingan pekerjaan hanya dilakukan ketika ada permintaan karyawan dari user. Sehingga branding perusahaan masih belum maksimal karena aktivitas di LinkedIn recruiter belum dilakukan secara konsisten. Berdasarkan temuan di atas, maka perlu dilakukan analisa penggunaan sosial media LinkedIn sebagai branding perusahaan melalui account recruiter di PT. SPECTRUM UniTec berdasarkan teori corporate branding, dengan metode penyelesaian menggunakan penelitian kualitatif dengan pendekatan deskriptif. Didukung dengan teknik pengumpulan data melalui proses observasi, wawancara, dan dokumentasi. Pelaksanaan analisa data dilakukan mulai dari pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Hasil dari analisa tersebut menunjukkan bahwa branding perusahaan terjadi ketika adanya pemostingan lowongan pekerjaan. Namun, aktivitas di profil account recruiter juga meningkat setelah adanya aktivitas pemostingan konten selain postingan lowongan pekerjaan, dengan catatan aktivitas tersebut dilakukan secara konsisten sesuai dengan jadwal posting. Sehingga interaksi dengan pengguna lain dapat terus terjadi dan branding perusahaan akan maksimal.

English Abstract

LinkedIn is the largest professional network in the world that is used for personal activities and building a company business network. Recruiters at PT SPECTRUM UniTec have utilized LinkedIn social media for posting job vacancies, so that other users know PT SPECTRUM UniTec through the recruiter's account. The company profile can be seen through the job posting page that uses the job posting feature on the recruiter's account. Therefore, indirectly through the recruiter account, company branding activities can occur when posting job vacancies because many other users visit the recruiter account profile. However, interaction in the recruiter account will increase only when there is a job posting activity, while job posting is only done when there is an employee request from the user. So that company branding is still not maximized because activities on LinkedIn recruiters have not been carried out consistently. Based on the above findings, it is necessary to analyze the use of LinkedIn social media as a company branding through a recruiter account at PT SPECTRUM UniTec based on the theory of corporate branding, with the completion method using qualitative research with a descriptive approach. Supported by data collection techniques through observation, interviews, and documentation. The implementation of data analysis is carried out starting from data collection, data reduction, data presentation, and conclusion drawing. The results of the analysis show that company branding occurs when job vacancies are posted. However, activity on the recruiter's account profile also increases after content posting activities other than job vacancy posts, provided that these activities are carried out consistently according to the posting schedule. So that interaction with other users can continue to occur and company branding will be maximized.

Item Type:	Thesis (Diploma)
Identification Number:	0524170038
Uncontrolled Keywords:	LinkedIn, Branding Perusahaan, Recruiter, Marketing- LinkedIn, Corporate Branding, Recruiter, Marketing
Divisions:	Program Vokasi > D3 Administrasi Bisnis
Depositing User:	soegeng sugeng
Date Deposited:	07 Jun 2024 09:19
Last Modified:	07 Jun 2024 09:19
URI:	http://repository.ub.ac.id/id/eprint/220333

Text (DALAM MASA EMBARGO) Herinda Dyah Kirana Dewi.pdf Restricted to Registered users only Download (5MB)

Actions (login required)

View Item