Abstract:
In addition to profit, human capital is also one of the aspects that the company continues to boost
in advancing its company. Astra is one of them, for 5 consecutive years has become one of the
companies that won the Best Company to Work for award from HR Asia. Of course, there are
many efforts and strategies that Astra has made to be able to achieve achievements in this field.
One of them is through Employer Branding activities. With @astra_career Instagram media,
Astra drives the ''Cerita Perempuan Astra'' campaign.
This campaign is a potential opportunity for Astra to introduce how its women employees work
in creating social impact, and at the same time attracting the best talents to join the company as
an employee. Using the Circuit of Culture model, the ''Cerita Perempuan Astra'' campaign is
analysed to discover the messages behind each content posted, how Astra created and distributed
the messages, and how the audiences consumed the messages. The data used in this thesis are
obtained through various channels, including the institutional and government documents and
every digital communication channels Astra owns.
The results found are Astra successfully communicated the intended message in creating the
''Cerita Perempuan Astra'' campaign through promoting an identity that they associate their
employees with, leading to the overall positive perception of the audiences that have the
intention to join Astra as an employee. This thesis contributes to the evaluation of the
effectiveness of similar employer branding campaign for human resources, marketing and public
relations practitioners.
