Implementasi Employee Branding dalam Meningkatkan Kesadaran dan Pemenuhan Hak Pekerja di Perusahaan Modern

Abstract

This study aims to analyze the implementation of employee branding in enhancing awareness and fulfillment of workers' rights in modern companies. Employee branding, which is the company's effort to build a positive image as an ideal workplace, is expected to strengthen the respect for workers' rights, such as fair wages, health insurance, and workplace safety protection. Through a qualitative approach with in-depth interviews of HR managers, employees, and branding experts, the study found that companies that implement employee branding well tend to be more transparent in their labor policies and more responsive to workers' rights needs. However, the main challenge lies in the alignment between branding communication and the practices applied in the field. The study concludes that employee branding can be an effective tool in creating a work culture that supports workers' well-being, provided it is applied consistently and comprehensively.