PERANCANGAN VIDEO EMPLOYEE TESTIMONIALS SEBAGAI STRATEGI EMPLOYER BRANDING TERHADAP MINAT PELAMAR CONSULTANT MARKETING (STUDI KASUS PT ANUGERAH PERKASA BATAM)

Abstract

The competition to attract top-notch, skilled talent has intensified making organisations implement strong employer branding strategies that will help them stand out in the eyes of prospective applicants. PT Anugerah Perkasa Batam, a property marketing company, requires an effective communication medium to showcase its work environment, organizational culture, and career opportunities in an engaging and authentic manner. The purpose of this study is to design an employee testimonial video as an employer branding strategy that can increase interest from applicants for the Consultant Marketing job vacancy at PT Anugerah Perkasa Batam. This study used the Luther-Sutopo multimedia development method, and the process was divided into six stages Concept, Design, Material Collecting, Assembly, Testing, and Distribution. Data collection relied on observation, interviews, notes, and a literature review in order to compile the basis for creating the multimedia material. As a result, an interview video was produced in which the views of employees were compiled, presenting their experiences, the atmosphere in the workplace, opportunities for career expansion, and the professional outcomes achieved within the company. The content is structured to be clear and convincing, so that the positive image of the company is conveyed more strongly, and so that prospective applicants can better understand the work environment. Two evaluation approaches were used to assess the video, an expert judgment (alpha) test involving five internal respondents to assess the video's technical feasibility and content suitability, and an EPIC Model (beta) test, which consists of four dimensions Empathy, Persuasion, Impact, and Communication involving 100 external respondents to assess the video's communication effectiveness The alpha test showed the video was highly feasible, with an overall feasibility percentage of 83.81%, while data from 100 beta respondents using a Likert scale yielded an EPIC Rate of 4.63, which falls within the 4.20– 5.00 range indicating a Very Effective category. This shows that the employee testimonial video successfully conveyed PT Anugerah Perkasa Batam's values and effectively drew interest from potential Consultant Marketing applicants.