Usage Of social media For Employer Branding
Branding is very critical in the organizations as it is
causing the development actions in managing better positioning in the consumer
minds (Dabirian, et al., 2019). Branding is “maintaining the reputation of the
employer or the organization among each of the stakeholders in the company”.
It is very important to have strong employer branding as it helps in;
- Hiring new and qualified employees
- Managing marketing costs
- Creating strong company culture
- Reducing hiring costs
- Improving productivity
It is consisting with different stages as shown below. Figure 1:
Employee Branding Icon Concept (Source: DreamsTime, 2021)
There are many methods that can be used in increasing the
employer branding. It is the responsibility of the company to understand the
best approach and method to have the better employer branding applications (Verčič & Ćorić, 2018).
Figure 2: Employer Branding methods (Source: Author created)
Among these methods, social media is playing an important
role in managing the employer branding. There is a higher penetration of social
media and internet in the current world and many are using these applications
for day-to-day communication and entertainment (Kucherov & Zhiltsova, 2021).
Social media strength the employer brand!!!
There are four rules which the employer needs to manage in
the usage of the social media in employer branding and these rules are as
follows.
With these identifications, it can be recorded that the
better investigation and application of the social media in employer branding
can be used successfully.
Figure 3: Four rules of employer banding (Source: Author created)
There are advantages in usage of the social media in the
employer branding. Following are some of these which can be point out at a
glance (Saini, 2020; Grzesiuk & Wawer, 2018).
Allow the company to cover huge number of people where the candidates can be attracted from every corner of the selected geographic area
More engaging and authenticated media and platform for the job platforms and to attract best candidates
It helps in meeting the desired and potential audience without obstacles
Offering an inside look to the organizational cultural aspects
Creation of the conversation with the employer, potential candidates, customers and the stakeholders rather than one way communication
Encouraging the interactions and the participationsAccordingly, it can be recorded that the social media usage
in the employer branding is one of the most important and critical application
for the organizations to deliver the best practices and the development
opportunities with the better branding applications (Pandita, 2021).
Conclusion
Social media is a highly developing and increasing
application in the marketing applications in the organizations. It is covering
larger area and thus organizations are highly using social media in the
marketing actions. Employer branding also can be done through social media and
it is providing better chance to gather new candidates and to increase the
reputation of the organization over the stakeholders. Thus, it can be recorded
that the social media is very important in operations and managing the better
applications in the branding options for the employers.
References
Dabirian, A., Paschen, J. & Kietzmann, J., 2019. Employer
branding: Understanding employer attractiveness of IT companies, s.l.: IT
Professional, 21(1), pp.82-89.
DreamsTime, 2021.
Employer branding icon Concept on white background, s.l.:
https://www.dreamstime.com/employer-branding-icon-concept-white-background-pay-raise-reputation-value-proposition-retention-recruitment-vector-image186700355.
Grzesiuk, K.
& Wawer, M., 2018. Employer branding through social media: The case of
largest Polish Companies, s.l.: In Proceedings of the 10th International Scientific
Conference Business and Management, Vilnius, Lithuania (pp. 3-4).
Kucherov, D.
& Zhiltsova, E., 2021. Social media in employer branding in FMCG in
Russia: millennials’ perspective, s.l.: Journal of East-West Business,
27(2), pp.160-183.
Pandita, D.,
2021. Twitting for Talent by Linking Social Media to Employer Branding in
Talent Management, s.l.: International Journal of Human Capital and
Information Technology Professionals (IJHCITP), 12(2), pp.1-12.
Saini, G. K.,
2020. Shoppers stop: Leveraging social media for employer branding, s.l.:
Emerging Economies Cases Journal, 2(1), pp.54-61.
Verčič, A. T.
& Ćorić, D. S., 2018. The relationship between reputation, employer
branding and corporate social responsibility, s.l.: Public Relations Review,
44(4), pp.444-452.