LOOKING THROUGH THE CIRCUIT OF CULTURE: EMPLOYER BRANDING CAMPAIGN TREND IN ‘LIFE AT GOJEK’

Abstract

The rise of the term employer branding in the past few years led companies to build their employer brand identity by utilising digital channels. As a company dominated by Millennial employees, Gojek does not pass the opportunity to create ‘Life at Gojek’ campaign through several digital channels, which one of them is Instagram. This campaign is a good chance for Gojek to introduce how its employees work in creating social impact, and at the same time attracting the best talents to join the company as an employee. This thesis analyses how ‘Life at Gojek’ campaign is used to communicate the employer brand identity for Gojek. Using the Circuit of Culture model, the ‘Life at Gojek’ campaign is analysed to discover the messages behind each content posted, how Gojek 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 Gojek owns. The results found are Gojek successfully communicated the intended message in creating the ‘Life at Gojek’ 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 Gojek 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.