Strategi Employee Engagement LeadGeeks Inc. dalam Meningkatkan Brand Awareness
DOI:
https://doi.org/10.54259/mukasi.v5i3.8063Keywords:
Employee Engagement, Brand Awareness, Public RelationsAbstract
This research aims to analyze the employee engagement strategy implemented by LeadGeeks Inc. to enhance brand awareness in the global Business-to-Business (B2B) market through a Public Relations (PR) lens. The research employs a qualitative descriptive approach with a single case study design. Data were collected through in-depth interviews, participant observation, and documentation, then analyzed using the interactive model of Miles, Huberman, and Saldaña. The findings show that employee engagement at LeadGeeks Inc. functions not only as an internal human resource practice but also as a communication mechanism that supports the formation of external brand awareness. LeadGeeks Inc. uses organizational strategies grounded in leadership, performance, and company communication practices to foster employees’ psychological attachment and encourage Stay, Strive, and Say behaviors. Employees then express these manifestations through professional communication, organizational visibility, authentic interactions, and organic word of mouth, which strengthen trust and professional relationships with external publics. This study demonstrates that in virtual work-based B2B organizations, employee engagement plays a strategic role in building organizational reputation and brand awareness organically through employees’ professional behavior and communication.
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