Employer Branding in social media

In a world characterized by globalization, growing demands from consumers, shareholder and employees, two factors are of arising importance for a company, since they offer a hard-to-imitate competitive advantage: people and brands. While brand management has received growing attention over the past years in theory and practice, there is still an inadequate lack of interest in the strategic human resource management considering its importance.

Therefore, companies must think of ways to create and communicate a positive employer image in order to attract and retain suitable employees. Employer branding is a young concept in management aiming at the creation of a distinctive, identity-based employer brand leading to a unique image of the company in the perception of potential candidates. Successful strategic employer brand positioning differentiates the employer from competitors and makes the company appear more attractive to potential candidates.   

Concerning the implementation of an employer branding strategy, the internet is a touch point of growing importance, where job candidates as well as former and current employees exchange information on jobs. Thus, job candidates can get an idea of a specific employer and – based on the information available - are able to decide whether they will apply or not. Employers on the other hand can use the internet to present themselves or even participate in company-focused discussion groups.

Against this background, the question on the effectiveness of such an employer branding strategy on the internet arises.  In order to analyze the expected effects deduced from theory, a structural model is developed and finally tested in an empirical study. The study aims to explain the effects of an employment candidate’s information seeking in social media in the context of employer branding actions. Based on this, appropriate starting points for an effective employer branding management are identified.