The Role of Social Media in Employer Branding

Ötken, Ayşe Begüm; Okan, Elif Yolbulan

doi:10.1007/978-3-319-27570-3_20

Cited by 4 publications

(3 citation statements)

References 13 publications

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“…After content analysis of the employer branding literature review it can be inferred that when developed in an SME, employer branding directly and effectively contributes to the evolution and progress of the business, both economically and in talent selection, becoming a competitive advantage in view of competitors (Otken and Okan 2016;Monteiro et al 2020). As stated by Santos et al (2019), what employees say, think, and communicate about their companies is essential to organizational success.…”

Section: Discussionmentioning

confidence: 99%

Assessing the Impacts of Internal Communication: Employer Branding and Human Resources

Fernandes

Sousa

Fonseca

et al. 2023

Administrative Sciences

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Human capital is considered the most important resource in any organization. However, most companies are concerned with external customer satisfaction, without devoting much attention to the satisfaction of their employees. Indisputably, employee satisfaction is fundamental and determines the success or failure of what the customer experiences. Technological developments have changed our lives and habits, and even the way we relate to others, so the online increasingly influences the offline. The purpose of this manuscript was to examine the relationship between the Digital Communication of companies and their Employer Branding, with a special focus on the close relationship that employees feel with the company. To perform this analysis, a case study was carried out using a qualitative approach. Interviews with seven managers from three different companies, two of whom are responsible for the Digital Communication of their organizations, were performed. With the analysis of the data obtained, it is concluded that the Employer Branding perceived by the employees is of a positive image of the company, but they do not feel emotionally more connected with the organization through the Digital Communication practiced by it. With this study, it is expected that organizations recognize the importance that an online presence has in the image of their brand as a whole, and that it is important to invest in Digital Communication, but it has to be performed with an action plan to achieve the objectives intended. From an interdisciplinary perspective, the manuscript presents insights for marketing (digital marketing and employer branding) and for socially responsible behavior by organizations (in a Portuguese context).

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Section: Discussionmentioning

confidence: 99%

Assessing the Impacts of Internal Communication: Employer Branding and Human Resources

Fernandes

Sousa

Fonseca

et al. 2023

Administrative Sciences

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“…These value propositions should not be designed to focus solely on functional benefits because nowadays they consider emotional benefit propositions too. On the other hand, functional benefit packages are easily copied by competitors and during the process of creating an employer value proposition, special attention should be paid to the benefits package that will differentiate the business company from the competition, as well as the realistic emotional benefits appropriate to the needs of the target audience groups (Ötken & Okan, 2015). However, with new generations, there will be changes in all these needs and expectations, and the necessity of re-analyzing and redesigning the content of the employee value proposition from time to time should not be ignored by the managers.…”

Section: Differentmentioning

confidence: 99%

“…The employer brand should be able to offer a different value proposition to its current and potential employees. Therefore, it is necessary to understand the differences between the target audience groups and the effect of these differences on business life, and then it can be possible to offer an employee value proposition that meets their expectations and characteristics (Ötken & Okan, 2015). The employee value proposition, company culture, values, and operational activities should not conflict with the value judgments of future generations.…”

Section: Differentmentioning

confidence: 99%

The Role of Employer Branding Practices on Management of Employee Attraction and Retention

Azhari

Korolchuk

Yunyk

2023

ees

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Introduction. An employer brand includes everything practiced to position an organization as a preferred employer. Nowadays, business companies are having more difficulty procuring qualified employees who are vital for company success under keenly competitive business conditions. To cope with this difficulty, companies carry out different practices to attract and retain talent, and the employer brand concept has become one of the tools that business companies use to attract and retain talent. Aim and tasks. The aim of the study is to investigate, determine and describe how business companies are efficacious in their employer brand management practices to meet the expectations of current and potential employees. It is also aimed to determine which activities are carried out by the business companies for employer branding. In this context, a literature review is carried out within the scope of employer branding to brief the concepts of organizational attractiveness and to ensure organizational commitment. Results. Within the scope of the research, the semi-structured in-depth interviews with the human resources professionals of seven large-scale, domestic, and foreign companies operating in the Izmir, Istanbul, and Manisa provinces were examined. The findings of the interviews are evaluated by the qualitative analysis method according to the research methodology. The result of the research conducted and the references to the definition of the employer brand were compiled under five nodes. These are the work environment, economic benefits, work-life balance, career development opportunities, and social activities. On the other hand, the economic benefits node was compiled under two different sub-nodes, namely wages and fringe benefits. The characteristics and contributions of the employer branding were investigated, and the effects of the employer brand on retention within the scope of talent management were investigated. Conclusions. It has been observed that the organizations' awareness level of the employer brand concept is high, and it has been discovered that they have many practices for both potential candidates and current employees. These practices have revealed that they differentiate themselves from their competitors in terms of business characteristics, working environment, and global opportunities. All these efforts provide many benefits such as increases in the number of applications, increases in attractive employer rankings, increases in employee motivation, and decreases in employee turnover rates.

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Factors influencing the job search and job selection in students of Generation Y in the Czech Republic in the employer branding context

Bejtkovský¹

2018

Management &Amp; Marketing

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The factors influencing job search and job selection are related to employer branding, employer’s position and employer attractiveness on labour market. These factors make employer branding. A conception of employer branding is hot issue not only in scientific research area. The employer branding can be divided into internal and external branding. The main goal of this article was to discover the factors influencing the job search and job selection based on the gender of the respondents and the type of faculty in the employer branding context. The students of Generation Y introduced a research sample of respondents. The primary data was acquired by structured questionnaire targeted at selected students of Generation Y in the Czech Republic. The total number of respondents was 655 students. Two research hypotheses and one research question have been defined. An analysis was realized using statistical software IBM Statistical Package for Social Science (SPSS) Statistics 23 and Microsoft Excel 2013. The verification of the research hypotheses was performed by the statistical method of the Two-sample t-Test for equal means. The research results discovered the findings that the mean perceptions of the factors influencing the job search and job selection: (1) were as the same for females and males, (2) were as the same for Generation Y students of the Faculty of Humanities (FHS) and Faculty of Management and Economics (FaME). Information about potential employers in the employer branding context was also investigated. The most frequent information about potential employers was information about job position and working conditions.

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The Role of Social Media in Employer Branding

Cited by 4 publications

References 13 publications

Assessing the Impacts of Internal Communication: Employer Branding and Human Resources

Assessing the Impacts of Internal Communication: Employer Branding and Human Resources

The Role of Employer Branding Practices on Management of Employee Attraction and Retention

Factors influencing the job search and job selection in students of Generation Y in the Czech Republic in the employer branding context

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