IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Understanding the Use of Social Media for Employer Branding

Understanding the Use of Social Media for Employer Branding
View Sample PDF
Author(s): Maxim Viktor Wolf (University of London, UK), Julian Mark Sims (University of London, UK) and Huadong Yang (University of Liverpool, UK)
Copyright: 2017
Pages: 29
Source title: Advertising and Branding: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-1793-1.ch079

Purchase

View Understanding the Use of Social Media for Employer Branding on the publisher's website for pricing and purchasing information.

Abstract

Employer branding applies marketing tools to promote an organisation as an employer to current and potential employees. The importance of strategic alignment between parts of the business has been highlighted in literature: marketing and human resource activities are no exception. On the contrary, the alignment of customer brand and employer brand is equally important to marketers and human resource managers. This chapter frames the creation and communication of the employer brand as a “strong communication system”. A framework for assessment of the system's strength is introduced and a practical application of this framework is demonstrated in two case studies. The conflict between the traditional top-down one-way marketing communication flow and bottom-up bi-directional communication on social media is highlighted and the impact of this apparent conflict on the system strength is discussed. Social media appears to change the way in which employer brand is created, communicated and perceived and this chapter aims in aiding the understating of this changes.

Related Content

Elena Veselinova, Marija Gogova Samonikov. © 2020. 17 pages.
Tamer A. Awad, Sahar Mohsen. © 2020. 21 pages.
Bethan Alexander, Karinna Nobbs. © 2020. 24 pages.
Maja Šerić, Irene Gil-Saura, Alejandro Mollá-Descals. © 2020. 29 pages.
Ankita Sen Negi, Payel Das. © 2020. 14 pages.
Gyaneshwar Singh Kushwaha, Mukesh Kaushal. © 2020. 21 pages.
Eman Mohamed Abd-El-Salam. © 2020. 29 pages.
Body Bottom