Social Media Analytics Overview on Employer Branding of Banking Company in Indonesia

Abstract

The importance of human resource quality as a company success factor drives an intense talent war, especially in the banking industry. Since the job information-seeking process has switched to digital, many banking companies have used social media as a platform to build their employer branding. Many banking companies have yet to fully utilize social media, especially Instagram, in their employer branding strategies. Therefore, this research was conducted to determine the social media usage patterns of the banking industry on Instagram in terms of building their employer branding to engage and attract top talents to the company as potential future applicants. The research took the scope of Instagram and employed secondary data gathered from the banking company account in Indonesia using descriptive methods. We use the websites phlanx.com, inflact.com, and analisa.io to collect the data we need to support this research. We discovered various findings in this investigation that we could salvage from the data we had already gathered. The Results and Discussion section contains a description of the data. We also discussed using this data to distill the information into a form that could be communicated verbally from our viewpoint of us as researchers. One finding from this research is that employer branding an Instagram account from company C successfully creates employer engagement and retention. Company C proved it by having an 11.51% for its engagement rate, which is higher than others sample banking companies.