Social Media as A Catalyst to Attract the Best Talent: A Case Study of Start-up XYZ

Abstract

The digitalization era has penetrated the world of employment, especially human resource management. Marked by many strategies to carry out HR functions that have entered the digital pattern. One of the strategies for attracting talent and the most ideal talents for a company is employer branding. Through social media, companies are often creative in sharing content such as company promotions, job vacancies, and displaying company conditions. This is a strategic branding of the company that can attract prospective workers. Along with the development of the digitalization era, based on recent research shows that more than 90% of companies use social media to identify talent through the talent acquisition process and that three out of HR empathetic managers use social media as a catalyst in attracting, searching, and reviewing potential talents. The social media that is currently used quite often is Instagram. Through Instagram, the company created an official account that can build company branding and attract talent. This research aims to analyze the company’s Instagram account as media for employer branding in attracting talent to join the company through a survey filled out by talent. The final part makes conclusions linking theoretical consideration and research results addressed to employer branding as a recommended strategy for attracting the best talent.