Strategi Komunikasi Kepemimpinan dalam Membangun Employer Branding: Studi Kasus pada Perusahaan Generasi Milenial
DOI:
https://doi.org/10.71251/Keywords:
leadership communication, employer branding, millennials, organizational identity, digital communicationAbstract
The study explores leadership communication strategies in building employer branding within millennial-led companies in West Java. In the era of digital transformation and shifting workforce values, leadership communication plays a central role not only in directing teams but also in shaping how organizations are perceived by current and prospective employees. This research uses a descriptive quantitative method with a purposive sample of employees aged 23–35 working in millennial-dominated companies in technology, fashion, and creative industries. Data were collected through structured questionnaires focusing on four dimensions: leadership style, message clarity, communication media, and perceived employer branding. The results show that transformational leadership communication—characterized by transparency, empathy, and vision articulation—positively influences employer branding perception. The use of digital channels such as internal social media, collaborative apps, and video announcements also strengthens employee identification with the company brand. Respondents rated leaders who communicate with consistency, emotional intelligence, and openness as more credible and inspiring, directly contributing to organizational attractiveness. This research provides practical insights for companies aiming to enhance talent retention and organizational appeal in a competitive labor market. It also supports the view that strategic leadership communication is not merely functional but symbolic, shaping shared meaning and values. Future studies are encouraged to include longitudinal analysis or combine qualitative validation to enrich understanding of the communication-employer branding dynamic.
References
Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517. [https://doi.org/10.1108/13620430410550754](https://doi.org/10.1108/13620430410550754)
Barrow, S., & Mosley, R. (2005). The Employer Brand: Bringing the Best of Brand Management to People at Work. Chichester: John Wiley & Sons.
Bahtiar, D., & Marlina, N. (2022). Seberapa Efisien Penggunaan Aplikasi E-Commerce dalam Mempengaruhi Keputusan Pembelian: Studi Kasus Pada Aplikasi Klik Indomaret. Bisman (Bisnis dan Manajemen): The Journal of Business and Management, 5(3), 577-593.
Bass, B. M., & Riggio, R. E. (2006). Transformational Leadership (2nd ed.). Mahwah, NJ: Lawrence Erlbaum Associates.
Bahtiar, D., & Rianti, G. (2021). Analisis Faktor-Faktor Pelatihan Tentang Kewirausahaan Kepada Pelaku Usaha Mikro Kecil Menengah di Pusat Layanan Usaha Terpadu Koperasi Usaha Mikro Kecil Menengah Kabupaten Cianjur. Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi, 2(1), 1-6.Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43(4), 51-58.
Cable, D. M., & Turban, D. B. (2001). Establishing the dimensions, sources and value of job seekers’ employer knowledge during recruitment. Research in Personnel and Human Resources Management, 20, 115–163.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). Thousand Oaks, CA: Sage Publications.
Dabirian, A., Paschen, J., & Kietzmann, J. (2019). Employee brand equity: Operationalizing a multidimensional approach. Journal of Business Research, 101, 699–706. [https://doi.org/10.1016/j.jbusres.2019.01.072](https://doi.org/10.1016/j.jbusres.2019.01.072)
Hackman, M. Z., & Johnson, C. E. (2013). Leadership: A Communication Perspective (6th ed.). Long Grove, IL: Waveland Press.
Jiang, H., & Men, L. R. (2017). Creating an engaged workforce: The impact of authentic communication and transparent communication. Corporate Communications: An International Journal, 22(3), 410–428.
Myers, K. K., & Sadaghiani, K. (2010). Millennials in the workplace: A communication perspective on millennials’ organizational relationships and performance. Journal of Business and Psychology, 25(2), 225–238. [https://doi.org/10.1007/s10869-010-9172-7](https://doi.org/10.1007/s10869-010-9172-7)
Men, L. R. (2014). Strategic internal communication: Transformational leadership, communication channels, and employee satisfaction. Management Communication Quarterly, 28(2), 264–284. [https://doi.org/10.1177/0893318914524536](https://doi.org/10.1177/0893318914524536)
Ng, E. S., Schweitzer, L., & Lyons, S. T. (2010). New Generation, Great Expectations: A Field Study of the Millennial Generation. Journal of Business and Psychology, 25(2), 281–292. [https://doi.org/10.1007/s10869-010-9159-4](https://doi.org/10.1007/s10869-010-9159-4)
Sinek, S. (2009). Start with Why: How Great Leaders Inspire Everyone to Take Action. New York: Portfolio/Penguin.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Published
Issue
Section
License
Copyright (c) 2023 Denny Aditya Dwiwarman, Astri Dwi Andriani, Destiana Chusnul Chotimah, Dandi Bahtiar
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
