Budaya Organisasi sebagai Strategi Membangun Reputasi melalui Employee Advocacy
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Abstract
Penelitian ini bertujuan menganalisis bagaimana budaya organisasi di Asuransi Astra mendorong keterlibatan karyawan dalam EA serta kontribusinya terhadap reputasi Perusahaan. Penelitian ini didukung oleh teori budaya organisasi (Schein), strategi komunikasi (Smith), serta employee advocacy (Thelen; Men & Yue). Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus. Data dikumpulkan melalui wawancara mendalam terhadap 11 partisipan yaitu steering committee, project leader, pelaksana harian, dan employee influencer (POMfluencer) dan satu informan ahli, dilengkapi analisis dokumen. Analisis secara tematik deskriptif digunakan untuk memahami keterkaitan budaya organisasi, strategi komunikasi, dan keterlibatan emosional karyawan. Hasil penelitian menunjukkan bahwa EA bukan sekadar alat komunikasi atau aktivitas distribusi pesan, tetapi tumbuh dari budaya organisasi yang dijalankan dalam keseharian. Budaya yang suportif, terbuka, dan inklusif memberi ruang bagi karyawan untuk mengekspresikan nilai perusahaan melalui gaya personal dengan dukungan manajemen. Karyawan tidak sekadar menyampaikan pesan perusahaan, tetapi membagikan pengalaman kerja yang mereka alami sendiri, sehingga EA menjadi penghubung antara komunikasi internal dan reputasi eksternal yang terbentuk secara organik dan autentik. Keberhasilan EA tidak terutama ditentukan oleh teknis distribusi pesan, tetapi oleh konsistensi nilai, pengalaman, dan relasi yang dibangun dalam organisasi. Temuan ini memberikan kontribusi teoretis dengan menunjukkan bahwa employee advocacy lebih tepat dipahami sebagai proses komunikasi berbasis pengalaman internal karyawan, bukan sekadar alat penyebaran pesan dalam komunikasi organisasi.
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