This study aims to evaluate the empathic brand initiative during the COVID-19 pandemic in Indonesia and analyse the online sentiments toward the philanthropy of corporations, non-profits organisations, citizens and society. Sentiment analysis was conducted on related posts of 15 companies from March to June 2020 with varying preliminary times for each company as the first donor. To complete the perception, the authors conducted a focus group discussion (FGD). Research shows that medium size and small–medium enterprises, such as local cosmetic companies and budget hotel are the first donors, followed by large or multinational companies (MNCs). In contrary with previous research, public perception was not influenced by the amount and the time of giving but was impacted by communication strategies, the empathy of the brand itself, and the company behaviour before COVID-19 period. This research’s novelty is the emphatic communication model to create, maintain and protect a company’s reputation.
PurposeThe purpose of this study is to explore how Indonesian state-owned enterprises (SOEs) select and “manage” employee influencers in order to engage more effectively with younger generations.Design/methodology/approachThe study applies a mixed-methods approach. Quantitative data were obtained by analyzing Instagram content with samples for analysis being taken from company-related posts from June 2018 to June 2020. Qualitative data collection was by two focus group discussions (FGD). The FGDs comprised in total, 22 employee influencers representing the 11 sectors of SOEs in Indonesia.FindingsThe article examines how employee influencers engage with others; how they are chosen by their organizations; how they are managed and the support they need from their employers. It was discovered that a careful triangulation is required between employees as influencers, their followers and SOE communication hubs. A key factor is maintaining the authentic relationship between employee influencers and their followers. A conceptual model of employee influencer management for Indonesia is proposed.Research limitations/implicationsThe research provides useful insights for communication management, marketing, and human resources in developing and supporting the role of employee influencers.Practical implicationsThe research provides useful insights for communication management, marketing and human resources in developing and supporting the role of employee influencers. The suggested model is of practical utility for SOEs for managing employee influencers in Indonesia and provides valuable indicators for other countries.Originality/valueThe study of SOEs’ employee influencers has not been explored previously in the literature. This, combined with the Indonesian perspective, brings new insights to the field. Social media use is especially high in Indonesia, so it acts as a good exemplar for the field. It also builds on the growing literature about the importance of employees as influencer, especially in the social media space. The model also make a theoretical contribution.
Human Resource Management exists in a company or organization because of employees or people who work together to achieve the company's vision. Human Resource Management can help to see the performance of employees and all their achievements in the company. A group of people in a company or organization is called a team. Start-ups are new startup companies that are still leading to product development and market research. A startup team refers to a group of people with a specific idea that leads to executing a business. So, usually, a team that aims to build a start-up starts execution with limited human resources. The existence of these limitations requires the team at the start-up to analyze the part of the work that needs to be filled with people who are suitable for their positions. So it is essential to do a job analysis and job description for each role or position. Roles at work can be carried out with the competencies possessed by team members; for that reason, it is important to be aware of one's abilities and the work interests they have. Furthermore, a person's personality shows how a person's work style or decisions on every problem. Myers and Briggs's theory divides personality types into 16 out of four large-scale psychologist types: extrovert/introvert, observant/intuitive, feeling/thinking, assessing/looking for prospects. So, Human Resource Management has become necessary for all categories of companies, newly established and successful ones, to control and improve their employees to make a better company. RonaRias is a start-up company engaged in the beauty industry that provides make-up and model services for weddings, engagements, and product photos. Established in January 2021, but the development of income is continually declining. It is necessary to identify the problem, find the cause to be resolved and become a business that continues to show growth. The problem is that there are limited abilities and positions that people in their respective fields do not fill. Therefore, the researcher decided to analyze the abilities that the team members were aware of and conduct an assessment of their personality types. The RonaRias team's personality type assessment was carried out by filling out the online NERIS Type Explorer® Scale. Knowing the team personality type from RonaRias helps researchers understand the background of team members' work styles and why they have these competencies. As is the case for marketing, his intuitive nature encourages him to continue to think creatively because he is an INFP-T. This research was conducted with a qualitative approach. Conduct semi-structural interview sessions and focus group discussions with variable indicators related to job interest, business building, and job loyalty. The data obtained from the interviews and focus group discussions was processed using open coding to determine the negative and positive tendencies of the respondents' answers. After the analysis, the researcher saw that the competence of the respondents and their work styles were related to the type of personality they had. So, as a start-up founder, it is vital to know each other's personalities to allocate work according to their interests and take care of each other according to their respective personalities. The researcher also recommends that start-up founders pay attention to aspects of human resource management because employees are essential to achieving company goals. So it needs to be done by people who are following their fields.
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