Strategi Employer Branding Magang Internasional Untuk Meningkatkan Daya Tarik Mahasiswa Indonesia (Studi Kasus : Perusahaan Skilio)

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Diterbitkan: 2026-06-03
Kata Kunci:
Employer Branding, Employer Value Proposition, Magang Internasional, Media Sosial, Mahasiswa Indonesia

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Ikmal Fadilah
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Meningkatnya jumlah mahasiswa Indonesia tidak selalu diiringi dengan kesiapan memasuki dunia kerja global akibat keterbatasan pengalaman praktis. Program magang internasional berbasis daring hadir sebagai alternatif strategis untuk menjembatani kesenjangan tersebut, namun rendahnya tingkat awareness mahasiswa terhadap platform penyedia magang internasional menunjukkan bahwa strategi employer branding masih belum optimal. Penelitian ini bertujuan menganalisis strategi employer branding Skilio dalam meningkatkan daya tarik mahasiswa Indonesia melalui pendekatan Employer Value Proposition, external marketing, dan internal marketing. Penelitian menggunakan pendekatan kualitatif deskriptif melalui wawancara dengan jumlah 9 informan, dokumentasi, dan preliminary survey. Hasil penelitian menunjukkan bahwa Employer Value Proposition Skilio memiliki daya tarik yang kuat, terutama pada aspek peluang global. Namun, tingkat awareness mahasiswa terhadap Skilio masih rendah sebelum memperoleh informasi secara langsung. Media sosial berperan penting sebagai external marketing, sementara penguatan internal marketing melalui pengalaman interns berpotensi meningkatkan kredibilitas employer branding. Keberhasilan employer branding ditentukan  oleh  kekuatan  nilai  yang  ditawarkan  serta konsistensi strategi komunikasi yang diterapkan.







 

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Vol 1 No 01 (2025): October Edition

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Cara Mengutip

Strategi Employer Branding Magang Internasional Untuk Meningkatkan Daya Tarik Mahasiswa Indonesia (Studi Kasus : Perusahaan Skilio). (2026). Andalan Journal of Economics and Business, 1(01), 61-77. https://journal.andalanpublisher.id/index.php/AJEB/article/view/39

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