MEASURING EMPLOYER BRANDING AWARENESS THROUGH NET BRAND REPUTATION EVALUATION BASED ON SOCIAL MEDIA SENTIMENT ANALYSIS

Abstract

Employer branding plays an important role in shaping a company’s image and attracting high-quality employees. However, evaluating a company’s reputation among internal and external stakeholders remains challenging. This study examines employer branding awareness through social media mentions using sentiment analysis of Instagram comments on PT Angkasa Pura I’s official account (@ap_airports). Unlike survey-based approaches, this study utilizes unconditioned public sentiment data to assess brand reputation. Sentiment analysis was conducted using Bidirectional Encoder Representations from Transformers (BERT) with a pre-trained IndoBERT model following the CRISP-DM research framework. The model achieved an accuracy of 88% on validation data and 98% on testing data. The findings indicate a Net Brand Reputation (NBR) score of 13.57%, suggesting that PT Angkasa Pura I’s reputation remains relatively low. In 2024, positive sentiment (276 comments) only slightly exceeded negative sentiment (270 comments), with a difference of 5.2%. Meanwhile, neutral sentiment accounted for over 60% of comments, reflecting active public engagement with the company’s social media. The study suggests that PT Angkasa Pura I should improve service quality, strengthen stakeholder engagement, and optimize social media interactions to enhance employer branding and encourage more positive public sentiment.