<![CDATA[The design of the XSEED competition at PT XL Axiata Tbk aims to optimize corporate culture, especially in the aspects of innovation and collaboration between employees. Therefore, the XSEED competition is designed to provide a space for employees from various divisions to collaborate and develop innovative solutions together. Implemented since 2017, the evaluation results of the program implementation in 2024 show that XSEED is more successful in inviting employees to actively participate by carrying a diversity of themes that are more inclusive and utilizing digitally integrated communication media. The purpose of this research is to describe XSEED 2024 event management from the research, design, planning, coordination, and evaluation stages. This research shows that the application of organizational communication theory, organizational culture, and systematic event management can improve employee engagement and competition effectiveness. The methodology in this study uses descriptive qualitative research methods with data collection techniques through interviews, evaluation questionnaires, group discussion forums, observation, and documentation. The result showed that although the main objectives were achieved (culture of innovation, risk-taking, attention to detail, team orientation, and aggressiveness), there were still indicators of organizational culture that were not optimal, including orientation towards results, orientation towards people, and stability of conditions during the event. Researchers suggest the need for studies on the relationship between personal demand fulfillment and work motivation, as well as further studies on effective leadership communication patterns to overcome suboptimal organizational culture. Keywords: Organizational Communication, Organizational Culture, Event Management, Innovation Competition]]>
