Organizational communication strategy of Bahana Inspirasi Muda in recruiting talent for Japan

Qurratu Aini Salma Adzkia; Aang Koswara; Nuryah Asri Sjafirah; Yanti Setianti

doi:10.24198/jmk.v11i1.71460

Organizational communication strategy of Bahana Inspirasi Muda in recruiting talent for Japan

Qurratu Aini Salma Adzkia, Aang Koswara, Nuryah Asri Sjafirah, Yanti Setianti

Abstract

Background: Many young Indonesians want to work in Japan, and job training institutions (LPK) prepare them before departure. Fraud cases involving illegal placement agencies make the public wary, so a legitimate institution has to earn trust through its communication. Bahana Inspirasi Muda (BIM), an LPK in Bandung that trains and places healthcare professionals, enrolls only about 30 participants per batch. Purpose: This study analyzes how BIM carries out organizational communication to recruit prospective participants for Japan’s labor market. Methods: This study employs a qualitative approach. Data were collected through online observation of BIM’s social media, analysis of digital documents, and interviews with three informants. The data were analyzed using Miles’s interactive model, which consists of data condensation, data display, and conclusion drawing and verification. Results: BIM communicates mainly through routine social media promotion that attracts little response. Several stages BIM carries out, such as identifying its target group and choosing media, align with the planning stages of Assifi and French, while objective setting, message development, and evaluation remain weak. The triangulation of observation, documents, and interviews reveals a three-layered gap in information, channels, and narrative. Personal contact through Sensei and alumni is a strength that has not yet been turned into communication content. Conclusion: BIM’s issue with recruitment comes down to how the organization communicates and builds trust. The quality of the programs themselves is not the problem. The institution has the capability, the care, and a proven track record that could earn trust. It hasn’t shown this to the people it needs to attract. Implications: The study shows that the training institutions with legitimacy need to mix mediated communication with an intentional personal approach. It also gives a framework that other institutions can apply. Future research should test the communication program that is suggested.

Keywords

organizational communication; communication strategy; talent recruitment; trust; social media

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DOI: https://doi.org/10.24198/jmk.v11i1.71460