Track: Human Factors and Ergonomics

Abstract

The focus of this research is to describe the conceptual analysis of the employee-people brand community theory on millennial workers towards the company's internal branding, which is the new theory of brand community related to the employee, to complete the previous theories about internal branding. The strategy of employee-people brand community has been well-known used in digital start-up companies (offline and online events). However, there is no existing literature discussing this strategy's concept. This strategy discussed in this paper can overcome the gap in academic research on brand community theory. The research method of this paper is a comparative research method by doing a literature review of brand management and brand community theories and observing the implementation of brand community strategy as the practical approach. This study reveals the basic concept of employee-people brand community theory, including the flowchart, characteristics, elements, and goals of this strategy.