Studies on employer branding strategy to attract potential talent in talent war situation has been conducted in many perspective. Diaspora as one of alternative that can be a solution to fulfil the demands especially in this talent war era. This research is aim to examine the social marketing theory process with persuasive message inside the campaign BukaJalanPulang conducted by Bukalapak where the campaign persuade the diaspora who work and study abroad Indonesia to come home and join Bukalapak. This research applied qualitative approach with study case method, the social marketing elements and persuasive communications were used as baseline interview to the informants both diaspora (professional hired and fresh graduate) and employer branding team Bukalapak, including the digital observation about the campaign. This research using the concept of employer branding and campaign on how it covered an attractive message (persuasive message) from the campaign to convince diaspora to work at Bukalapak. It shows that Bukalapak employer branding team try to convince diaspora to come back and join Bukalapak. The findings of this research are the intentions of diaspora to join Bukalapak after experiencing BukaJalanPulang and how they perceive Bukalapak as company for work in Indonesia as follow-up action from the BukaJalanPulang campaign.