The Government's Digital Communication Strategy in Managing Employment Information through Instagram: A Case Study of SidakepTri Mobile in Cimahi City

Abstract

Digital transformation encourages governments to develop communication strategies that integrate information dissemination, public interaction, and digital-based public services. This study aims to analyse the communication strategy of the Cimahi City Manpower Office in managing SidakepTri Mobile information through Instagram. This study employed a qualitative approach using a descriptive case study method and a constructivism–interpretivism paradigm. Data were collected through semi-structured interviews, observation, and documentation, and were analysed interactively through data reduction, data display, and conclusion drawing. The findings show that the communication strategy involves identifying public communication issues, internal coordination and verification, message planning and packaging, Instagram utilisation, two-way communication, public feedback management, and continuous evaluation. Instagram functions not merely as an information dissemination channel but also as a bridge connecting the government, the public, and digital employment services. This study proposes an Integrated Digital Government Communication Strategy Model characterised by a cyclical process and five key attributes: informative, educative, adaptive, interactive, and coordinative. The findings confirm that the effectiveness of government digital communication depends on the integration of internal communication, message management quality, public engagement, and continuous evaluation that supports the utilisation of digital public services.