Implementation of employer branding at PT Telkom Indonesia in maintaining corporate image

Asyfa Haliya Adinda; Renata Anisa; Yanti Setianti; Anwar Sani

doi:10.24198/comdent.v4i1.70590

Implementation of employer branding at PT Telkom Indonesia in maintaining corporate image

Asyfa Haliya Adinda, Renata Anisa, Yanti Setianti, Anwar Sani

Abstract

Background: As competition for digital talent intensifies, companies are under pressure to build a strong image as an attractive and relevant workplace for younger generations. PT Telkom Indonesia (Persero) Tbk, a leading telecommunications provider in Indonesia undergoing digital transformation, faces the challenge of maintaining its image as an employer amid a changing industrial environment. Purpose: This study aims to describe how PT Telkom Indonesia conducts its employer branding efforts through three interconnected steps: building the Employee Value Proposition (EVP), marketing to external audiences, and internal employee engagement to maintain corporate image. Methods: A qualitative and technical design combining participant observation, extensive interviews, and analysis of relevant documents and literature was used. Results: PT Telkom Indonesia was found to have integrated employer branding through internal initiatives such as the Four-Pillar EVP framework, digital communication strategies via Instagram @livingintelkom and LinkedIn, experience-based programs like Digistar, GPTP, GPSP, and employee ambassador programs. Conclusion: This study concluded that PT Telkom Indonesia implements employer branding by integrating the Employee Value Proposition (EVP), external marketing, and internal marketing to maintain a corporate image as a truly competitive employer. Implication: These findings highlight the importance of aligning organizational values, communication, and employee experience to strengthen employer appeal and the company's long-term reputation.

Keywords

Corporate image; employee engagement; employee value proposition; employer branding; organizational communication

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DOI: https://doi.org/10.24198/comdent.v4i1.70590