01
Public Relations
Communication
Bank Indonesia Provinsi Banten · Almaz Fried Chicken · KKM Bilateral
Public relations, communication, publication, documentation, and social media work.
View project ↗MuhammadTabinaZachary
Communication work that connects strategy, content, and visual storytelling. A Communication Science graduate with experience in public relations, social media management, graphic design, photography, videography, content planning, and digital marketing.
Communication Science — Universitas Sultan Ageng Tirtayasa
Portfolio · Experience · Creative Work
About
Communication, creative media, and practice.
My name is Muhammad Tabina Zachary, a 22-year-old graduate with a Bachelor's degree in Communication Science from Universitas Sultan Ageng Tirtayasa. I have hands-on experience in social media management, graphic design, photography, and videography.
I am passionate about public relations, marketing, and creative media, with skills in content planning, visual content creation, and social media management. Through academic projects and organizational experiences, I have developed teamwork, communication, and time management skills.
- Public Relations
- Corporate Communication
- Employer Branding
- Content Planning
- Digital Marketing
- Social Media Management
- Visual Content Creation
- Graphic Design
- Photography
- Videography
I work between strategy, communication, and creative execution.
Strategy, content, and visual storytelling — planned around objectives, audiences, formats, and storytelling.
Selected WorkSelected
Selected
Work
02
Visual Design
Graphic Design
DKV · Packaging · Logo · Social Media
Visual design, DKV projects, product packaging, logo design, and social media feeds.
View project ↗03
Photography
Photography
Dedicated visual category
Photography work presented as its own category, separate from graphic design.
View project ↗04
Video
Videography
23 original Instagram & YouTube links
Video work with the original portfolio links preserved and accessible.
View project ↗05
Editorial
News Editing
CooliahTimes
Editorial work from CooliahTimes and related communication projects.
View project ↗06
Credentials
Certificates
Selected credentials
Selected certificates included in the original portfolio.
View project ↗
Featured Case Study
Self-Initiated Employer Branding Case Study — Hypothetical Project, 2026
NOVA Digital
Building an Employer Brand That Gen Z Wants to Join
NOVA
Digital
NOVA Digital is a hypothetical company created for this portfolio. It is not a real client or employer.
The Business Challenge
The challenge wasn't recruitment. It was perception.
NOVA Digital is a hypothetical growing technology company looking to strengthen its position as an attractive workplace for young talent. Although NOVA offers career development opportunities and exposure to innovative projects, its employer brand communication is inconsistent and heavily focused on corporate announcements and recruitment vacancies. Potential candidates have limited visibility into what it is actually like to work at NOVA.
"How can NOVA build an authentic employer brand that makes Gen Z understand, trust, and ultimately want to join the company?"
Research & Insights
Understanding what talent actually looks for.
Five considerations used to frame the strategy for this case study.
01
Career Growth
"Will I actually grow here?"
02
People & Culture
"Who will I be working with?"
03
Meaningful Work
"Will my work have an impact?"
04
Work Environment
"Will I enjoy working here?"
05
Employer Credibility
"Can I trust what the company says about itself?"
"Gen Z doesn't only want to know what a company does. They want to know what their life will look like if they work there."
These are strategic assumptions and portfolio research insights, not findings from a real survey.
Talent Persona
Who NOVA needs to reach.
Alya
- Communication / Marketing / Business / Technology background
- Digitally active
- Career-oriented
- Values growth and meaningful work
Goals
- Build a meaningful career
- Develop professional skills
- Work with talented people
- Build a strong network
- Find opportunities to grow
Pain Points
- "Is the company culture actually good?"
- "Will I have opportunities to learn?"
- "Will my manager support my growth?"
- "What are employees actually like?"
Digital Behavior
InstagramCulture & lifestyle
TikTokAuthentic employee experience
LinkedInCareer & professional credibility
Employer Brand Benchmark
Where NOVA sits against the market.
| Company | Employer Brand Strength | Content Approach | Tone | Employee Storytelling | Strategic Opportunity for NOVA |
|---|---|---|---|---|---|
| Very strong, globally recognized | Polished, mission-led | Aspirational | Frequent, high-production | Compete on relatability, not scale | |
| Gojek | Strong, locally trusted | Purpose & impact stories | Warm, local | Regular employee features | Lean into everyday, unscripted moments |
| Shopee | Strong among Gen Z | High-energy, trend-driven | Playful, fast-paced | Frequent short-form | Match the format, not the volume |
| Bank Jago | Growing, digital-native | Product & culture blended | Confident, modern | Occasional spotlights | Own the "career journey" narrative |
Many companies communicate "Join Us." NOVA should communicate "Here's what you'll experience when you join us."
Employer Value Proposition
Grow With People Who Build What's Next.
Grow
Build your career, not just your resume.
People
Great work starts with great people.
Impact
Your work should mean something.
Culture
Bring your authentic self to work.
Employee Experience—
Employee Story—
Employer Brand—
Talent Attraction
EVP Messaging Framework
From pillar to proof.
| Pillar | Core Message | Content Proof |
|---|---|---|
| Grow | Build your career | Career journeys, mentorship |
| People | Better together | Employee stories |
| Impact | Build meaningful things | Project stories |
| Culture | Be yourself | Day-in-the-life |
Don't tell candidates what the culture is. Show them.
Campaign Concept
#LifeAtNOVA
A digital storytelling campaign designed to give prospective talent an authentic look into the people, culture, career opportunities, and everyday experience at NOVA.
01
Awareness
02
Consideration
03
Attraction
04
Application
05
Advocacy
Content Strategy
Five pillars, one story.
01
Life at NOVA
- Day in the Life
- Office Tour
- A Week in My Life
- Lunch Break Stories
02
NOVA People
- Employee Spotlight
- Why I Joined NOVA
- Career Journey
- Employee Takeover
03
Grow at NOVA
- Mentorship
- Learning Programs
- Promotion Stories
- Skills I Learned
04
Inside the Work
- Behind the Project
- How We Work
- Team Collaboration
- Project Showcase
05
Join NOVA
- Graduate Program
- Internship
- Job Opportunities
- Hiring Tips
Social Media Strategy
Instagram
LinkedIn
One brand, three voices.
Employer Brand Awareness
- Reels
- Carousels
- Employee Stories
- Culture Content
Friendly, visual, relatable
TikTok
Authenticity & Reach
- POV
- Day in the Life
- Workplace Humor
- Employee Stories
- Career Tips
Casual, human, authentic
Employer Credibility & Consideration
- Career Stories
- Leadership
- Employee Achievements
- Company Projects
- Job Opportunities
Professional but human
Content Mockups
What #LifeAtNOVA looks like in-feed.
nova.digital
Instagram
5 Things I Wish I Knew Before Joining NOVA
nova.digital Swipe through — straight from our team ↓
♡ 842◆ 96⤴ 41
Instagram Carousel — "5 Things I Wish I Knew Before Joining NOVA"
@dimas.nova
TikTok
POV: Your First Day at NOVA
that "new job" anxiety, then the team just... gets it 🎧
♡ 12.3k💬 214⤴ 1.1k
TikTok / Reel — "POV: Your First Day at NOVA"
Dimas Pratama
Software Engineer at NOVA Digital
From Intern to Full-Time: Meet Dimas. "A year ago I was still asking my mentor how to read a pull request. Today I'm reviewing them." A look at what a first year at NOVA can look like.
👍 328 · 24 comments
LinkedIn Post — "From Intern to Full-Time: Meet Dimas"
Mockups are illustrative content created for this portfolio case study — not real NOVA Digital posts.
Employee Advocacy
NOVA Voices
An employee advocacy initiative designed to empower employees to become authentic storytellers of the NOVA experience.
Employee—
Story—
EB Team—
Content—
Amplification
"3 things I learned during my first year at NOVA."
LinkedIn PostInstagram ReelTikTokInternal Communication
30-Day Content Calendar
A month of #LifeAtNOVA.
Week 1
- Why I Joined NOVALinkedIn
- Office TourInstagram
- POV: First DayTikTok
Week 2
- Employee SpotlightInstagram
- Career JourneyLinkedIn
- Day in the LifeTikTok
Week 3
- Behind the ProjectLinkedIn
- 5 Things About NOVAInstagram
- Workplace POVTikTok
Week 4
- Graduate ProgramLinkedIn
- Employee TakeoverInstagram
- Why Work Here?TikTok
Talent Journey
From first scroll to advocate.
Awareness
TikTok / Instagram
Interest
Employee Stories
Consideration
Career Website
Intent
Job Opportunity
Application
ATS / Career Page
Advocacy
Candidate & Employee Experience
KPI Framework
How would we know it worked?
Awareness
+30% Reach
+25% Video Views
Engagement
>5% Rate
+20% Shares & Saves
Talent Attraction
+25% Career Page Traffic
+15% Application Clicks
Recruitment
+15% Qualified Applicants
All figures are hypothetical targets developed for this portfolio case study, not actual campaign results.
Project Impact
What this strategy sets out to change.
01
Build stronger employer awareness among Gen Z.
02
Create a more human and authentic perception of NOVA.
03
Increase engagement with potential candidates.
04
Strengthen employee participation in employer branding.
05
Create a clearer connection between employer brand and recruitment.
My Role
What I brought to the project.
Employer Branding & Talent Communication
- Employer brand research
- Talent persona development
- EVP development
- Employer brand strategy
.
- Content strategy
- Social media strategy
- Employee advocacy concept
- Recruitment campaign development
- KPI framework
Research — Strategy — Storytelling — Content — Analytics
Experience
Experience
Experience across public relations, social media, communication projects, editorial work, and creative organizations.
01 / Work & Project Experience06 roles
- 2025Oct 2025Public Relations→
KPW Bank Indonesia Prov. Banten
Public Relation Intern
- 2025Sep 2025Public Relations→
DJPB — KPPN Serang
Subbagian Umum (Humas) Intern
- 2025Mar 2025 — Jul 2025Social Media→
Almaz Fried Chicken Pandeglang
Social Media Specialist
- 2025Apr 2025 — Jun 2026Event→
Memoriagraphia 2.0 (KFF Exhibition)
Staff of Event Division
- 2024Dec 2024 — Feb 2025Publication & Design→
Kuliah Kerja Mahasiswa Bilateral UNTIRTA & UNILA
Publication, Design, and Documentation Coordinator
- 2024Mar 2024 — Jul 2024Editorial→
Cooliah Times
News Editor
02 / Organizational Experience03 roles
- 2024Jul 2024 — Aug 2025Leadership→
Komunitas Fotografi FISIP (KFF)
Head of Gallery Division
- 2023Sep 2023 — Sep 2025Videography→
Komunitas Videografi Komunikasi UNTIRTA (KOVIKITA)
Staff of Production & Sinefil
- 2023Mar 2023 — Jul 2024Photography→
Komunitas Fotografi FISIP (KFF)
Staff of Gallery Division
Personal Skills
Capabilities
Copywriting
Writing concise and engaging copy for communication and digital content.
Critical Analysis
Analyzing communication contexts, audiences, and creative problems.
Content Strategy
Planning content around objectives, audiences, formats, and storytelling.
Social Media Management
Managing content planning, publishing, and communication across social platforms.
Digital Marketing
Understanding digital communication, audience behavior, and content distribution.
Graphic Design
Creating visual assets for social media, campaigns, publications, and branding.
Photo & Video Editing
Editing and preparing visual content for communication and digital media.
Photography
Visual storytelling through photography and documentation.
Videography
Production and visual storytelling for digital and communication content.
EducationAcademic
2022 — 2026
2019 — 2022
Academic
background
Universitas Sultan Ageng Tirtayasa
Bachelor's Degree in Communication Science
GPA 3.91 / 4.00
SMA Negeri 1 Kota Serang
High School Diploma of Social Sciences
GPA 86.94 / 100
Everything else, by category
The Archive.
Projects are grouped by their actual portfolio categories. Photography stays separate from graphic design, while communication and editorial work are presented as project-focused sections.
Communication
Public Relations · CommunicationBank Indonesia Provinsi Banten
Publication & Design
Publication · Design · DocumentationKuliah Kerja Mahasiswa Bilateral
Graphic Design
DKV · Packaging · Logo · Social MediaVisual Design Projects
Photography
Dedicated visual categoryPhotography
Videography
Video work & original linksVideography
Instagram · Video 01OPEN ↗Instagram · Video 02OPEN ↗Instagram · Video 03OPEN ↗Instagram · Video 04OPEN ↗Instagram · Video 05OPEN ↗Instagram · Video 06OPEN ↗Instagram · Video 07OPEN ↗Instagram · Video 08OPEN ↗Instagram · Video 09OPEN ↗Instagram · Video 10OPEN ↗Instagram · Video 11OPEN ↗Instagram · Video 12OPEN ↗Instagram · Video 13OPEN ↗YouTube · Video 14OPEN ↗YouTube · Video 15OPEN ↗Instagram · Video 16OPEN ↗Instagram · Video 17OPEN ↗YouTube · Video 18OPEN ↗Instagram · Video 19OPEN ↗Instagram · Video 20OPEN ↗Instagram · Video 21OPEN ↗YouTube · Video 22OPEN ↗YouTube · Video 23OPEN ↗
Editorial
Editorial workNews Editor — CooliahTimes
Certificates
Selected credentialsCertificates
Let'sConnect.
Muhammad Tabina Zachary
Passionate about public relations, corporate communication, digital marketing, employer branding and creative media. Skilled in photography and videography, content planning, visual content creation, and social media management.
Almaz Fried Chicken Pandeglang