Pemberdayaan Sumber Daya Manusia dan Potensi Human Capital Perusahaan Media Massa

Abstract

Qualitative methods, including interviews, observations, and document analysis, were used to study the implementation strategy of HR empowerment in an effort to optimize the potential of human resources at the company in the marketing field of Pikiran Rakyat Newspaper Company. The research data was analyzed using the SWOT technique, which classifies the various data and relates them to information and data obtained from interviews, documents, literature, and observations. The results showed that the company has implemented human resource empowerment for employees in an effort to optimize the potential of human capital in the Marketing Department, but it is not optimal because during recruitment, there is still a lack of training provided, and work placement problems. The implementation of this HR empowerment implementation strategy through the approach of human resource empowerment theory based on the model developed by Syafarat Khan in the dimensions of desire, trust, confidence, credibility, accountability, and communication. Meanwhile, human capital is based on the components of individual capability, individual motivation, leadership, organizational climate, and workgroup effectiveness.