Employer Branding (Blue Collar)

Pandai Emas; Jakarta Pusat; On-site; IDR 120,000,000 - 192,000,000; Full time

Job summary

Pandai Gadai is seeking a creative and proactive Employer Branding professional to attract blue collar workers through engaging content and social media strategies. You will build the employer brand by highlighting authentic employee stories and growth opportunities.

You will own content production, manage social channels (TikTok, Instagram), and collaborate with branches to capture workplace culture. The role requires hands-on video editing and data-driven optimization to improve reach and

Qualifications

• Experience in Employer Branding, Social Media Management, Content Creation, Digital Marketing, or related field.
• Strong understanding of social media platforms, trends, and content formats, especially TikTok and Instagram.
• Able to plan, shoot, and edit engaging short-form video content independently.
• Understand audience behavior and how to create content that captures attention and drives engagement.

Responsibilities

• Develop and execute employer branding strategies to attract blue collar workers and strengthen company reputation as an employer of choice.
• Identify motivations and concerns of blue collar candidates to create relevant branding initiatives.
• Determine channels and approaches to reach blue collar candidates via social media and digital platforms.
• Collaborate with internal stakeholders to communicate key selling points to potential candidates.

Skills

Employer Branding

Social Media Management

Content Creation

Digital Marketing

Video Editing

TikTok

Instagram

Storytelling

Field Work

Data-driven

Proactive

Tools

CapCut

Canva

Job description

About the Role

We are looking for a creative and proactive Employer Branding professional who understands how to attract blue collar workers through engaging content and effective social media strategies. This role will focus on building a strong employer brand among blue collar candidates by creating relatable content, understanding candidate behavior, and leveraging social media to increase awareness, engagement, and interest in career opportunities at Pandai Gadai.

Key Responsibilities

Employer Branding Strategy

• Develop and execute employer branding strategies to attract blue collar workers and strengthen company reputation as an employer of choice
• Understand the motivations, preferences, and concerns of blue collar candidates to create relevant and effective employer branding initiatives
• Identify the right channels, communities, and approaches to reach blue collar candidates, particularly through social media and digital platforms
• Collaborate with internal stakeholders to understand workforce needs, company culture, employee experiences, and key selling points to communicate to potential candidates

Content Creation & Production

• Plan, create, shoot, edit, and publish engaging social media content, including short-form videos, Reels, TikToks, photos, and recruitment campaigns
• Develop relatable and informative content about career opportunities, employee stories, branch activities, workplace culture, benefits, and career growth at Pandai Gadai
• Translate job opportunities and company information into simple, engaging, and easy-to-understand content for blue collar audiences
• Stay up to date with social media trends, content formats, and creative approaches that resonate with the target audience
• Coordinate content production at branches or other relevant locations to capture authentic employee experiences and workplace activities

Social Media Management & Engagement

• Manage and grow employer branding presence across relevant social media platforms, particularly TikTok, Instagram, and other channels popular among blue collar candidates
• Understand social media algorithms, audience behavior, and engagement metrics to improve content performance
• Monitor and analyze content performance, including reach, views, engagement, shares, profile visits, and audience growth
• Engage with online audiences through comments, direct messages, and other relevant interactions to build awareness and interest in career opportunities
• Experiment with different content formats, messaging, and distribution strategies to improve audience engagement and candidate interest
• Evaluate employer branding campaign effectiveness and recommend improvements based on performance data and audience insights

Requirements

• Experience in Employer Branding, Social Media Management, Content Creation, Digital Marketing, or a related field
• Strong understanding of social media platforms, trends, and content formats, particularly TikTok and Instagram
• Able to plan, shoot, and edit engaging short-form video content independently
• Understand audience behavior and how to create content that captures attention, drives engagement, and encourages action
• Able to identify what attracts blue collar workers and translate those insights into relevant content and employer branding initiatives
• Familiarity with video editing tools such as CapCut, Canva, or other relevant applications
• Strong storytelling, communication, and creative problem-solving skills
• Comfortable working in the field, visiting branches, and interacting with employees to capture authentic stories and experiences
• Data-driven mindset with the ability to evaluate content performance and continuously improve results
• Proactive, adaptable, and comfortable experimenting with new ideas