Pengaruh Employer Branding melalui Akun Instagram @astra_career terhadap Persepsi Gender Equality pada PT. Astra International Tbk. (Survei pada Generasi Z Tahun 2025)
Nathania Ayu Fabiola, Adam Wijoyo Sukarno, S.I.P., M.A
2026 | Skripsi | Ilmu Komunikasi
Praktik employer branding melalui media sosial semakin banyak
digunakan perusahaan, yang mana dalam penerapannya kerap memanfaatkan tren dan
isu terkini sebagai nilai keunikan untuk menarik minat calon pekerja. Penelitian
ini bertujuan untuk mengetahui pengaruh employer branding yang dilakukan
melalui akun Instagram @astra_career terhadap persepsi gender equality
pada PT. Astra International Tbk. Pertanyaan penelitian dijawab dengan
mengelaborasi teori employer branding dari Backhaus & Tikoo (2004)
yang mencakup dimensi employer brand associations, organizational
identity, dan organizational culture, serta konsep persepsi oleh
Solomon (2019) melalui tahapan exposure, attention, dan interpretation
yang dikaitkan dengan dimensi gender equality menurut Baker et al.
(2004). Melalui pendekatan kuantitatif, penelitian ini menggunakan metode
survei sebagai teknik pengumpulan data terhadap 384 responden yang berasal dari
Generasi Z dan pernah terpapar atau mengikuti akun Instagram tersebut. Hasil penelitian menunjukkan bahwa employer
branding berpengaruh positif dan signifikan terhadap persepsi gender
equality, yang menunjukkan bahwa semakin baik strategi employer branding
yang dilakukan melalui media sosial, maka semakin baik pula tingkat
persepsi yang terbentuk pada audiens. Selain itu, melalui penelitian ini
ditemukan bahwa kekuatan identitas dan citra positif PT. Astra International
Tbk. merupakan aspek employer branding yang paling ditangkap oleh
responden. Sementara itu, persepsi gender equality terbentuk secara
konsisten pada setiap tahap pembentukan persepsi dan paling mudah disadari pada
aspek pekerjaan dan pendidikan.
Employer branding practices through social media are increasingly being used by companies, which often utilise current trends and issues as unique values ??to attract prospective employees. This study aims to determine the effect of employer branding through the Instagram account of @astra_career on the perception of gender equality at PT. Astra International Tbk. The research questions are answered by elaborating the employer branding theory from Backhaus & Tikoo (2004) which includes the dimensions of employer brand associations, organizational identity, and organizational culture, as well as the concept of perception by Solomon (2019) through the stages of exposure, attention, and interpretation associated with the gender equality dimensions according to Baker et al. (2004). Through a quantitative approach, this study used a survey method as a data collection technique for 384 respondents from Generation Z who had been exposed to or followed the Instagram account. The results showed that employer branding had a positive and significant effect on the perception of gender equality, indicating that the better the employer branding strategy implemented through social media, the better the level of perception formed in the audience. In addition, this study found the strength of identity and positive image of PT. Astra International Tbk. are the aspects of employer branding that were most perceived by respondents. Meanwhile, perceptions of gender equality are consistently formed at every stage of perception formation and are most easily recognized in the areas of work and education.
Kata Kunci : Employer Branding, Gender Equality, Media Sosial, Persepsi
