Madrasah Promotion Strategies in the Global Work Market 4.0

Students are an important element in education. Successful educational institutions are those who are successful in student recruitment. Educational institutions that are successful in student recruitment are institutions that have succeeded in gaining trust from the community. Madrasah Aliyah Matholiul Huda Jepara as one of the Islamic-style educational institutions has its own challenges in recruiting students. This madrasa is a madrasa that successfully competes with schools and other madrassas in gaining trust from the community which is marked by the success of the student recruitment program. This research attempts to reveal the strategies adopted by Madrasah Aliyah Matholiul Huda Jepara in promoting their institutions. This research is a case study research that uses a qualitative descriptive approach. This study uses interviews, observation, and documentation in collecting data. data reduction, data display, data verification and triangulation are used for data validity analysis. The findings of this study are divided into two aspects namely the method and media of promotion used. First, Madrasah Aliyah Matholiul Huda applies direct and indirect promotion methods. Second, Madrasah Aliyah Matholiul Huda uses conventional and digital (online) promotional media. This paper provides an alternative solution for madrassas who have backgrounds or problems in the recruitment of students, especially promotion strategies. The conclusion of this paper is that to be successful in recruiting students, madrassas must choose the appropriate method and media in promoting madrassas by paying attention to the SWOT analysis. Keywords : madrasa promotion,  students recruitmen