Representasi Budaya Organisasi Melalui Instagram Dalam Pembentukan Employer Branding Sekolah

Abstract

Research on employer branding in educational institutions has predominantly focused on recruitment strategies and institutional promotion, while studies integrating organizational culture representation, digital organizational communication, and employer branding through social media remain limited. This study aims to analyze how organizational culture represented through Instagram @lifeatnizamia contributes to the construction of school employer branding from an organizational communication perspective. This study employed a qualitative approach using Directed Qualitative Content Analysis (DQCA) of 113 Instagram posts published during the 2025/2026 academic year. Data were analyzed using an analytical coding scheme developed based on Schein’s organizational culture theory and interpreted through the employer branding perspective of Backhaus and Tikoo. The findings reveal that professional development was the most dominant dimension, followed by work environment, appreciation for teachers and educational staff, and organizational values, while leadership was minimally represented. These representations construct a narrative of employee experience by portraying the school as a workplace that supports continuous learning, positive workplace relationships, shared values, and professional growth. This study concludes that Instagram functions as an organizational communication medium through which organizational culture is represented and communicated as a source of employee-experience narratives relevant to school employer branding.