THE IMPACT OF SOCIAL MEDIA CONTENT ON EMPLOYER BRANDING IN START UP COMPANIES IN INDONESIA

• Main Author: Rahmatullah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64544
• Institution: Institut Teknologi Bandung

The shortage of highly skilled labor and the high demand of talent has increased and caused the war for talent. This issue affected Indonesia start up companies including the high disruption and digitalized companies, start up. This phenomenon forced the companies to compete to gain the talented resources by attracting potential job applicants. The effective way to attract potential job applicants is to apply one of the human resource practices, employer branding, using social media as the branding tools for companies. This research aimed to identify the impact of social media content on employer branding in start up in Indonesia in order to win the war for talent. The research methodology used in this research began with preliminary study by reviewing the previous study to determine the type of social media content that have impacts on employer branding then tested the hypothesis using an online questionnaire which was distributed to the 55 final year students and fresh graduates and the gathered data was analyzed with multi linear regression. This study found entertaining content, informative content, and interactive content are significantly related to employer branding. Among all the variables, informative content has the highest correlation to employer branding. Start up companies are suggested to fully utilize social media as a tool for their employer branding in order to win the war for talent.