Employer Branding in the Digital Era

Abstract

Organizations are embracing employer branding now more than ever as a tool to retain, motivate, and attract a valuable competitive asset, namely talented employees, as they play a vital role in organizational success. Recently, new digital technologies, particularly social media, have replaced the traditional communication channels and made it harder for companies to achieve their employer-branding objectives. Most organizations are now employing digital technologies at a great extent to get in touch with all their key stakeholders. This chapter initially provides an overview of research on employer branding and its longterm strategic benefits to organizations. The author discusses the use of digital technologies, particularly social media, for employer branding. A framework is introduced covering all the topics mentioned and providing insights to organizations on how and in what form employer brand value should be communicated within the digital media.

Employer Brand Promotion: Does It Really Matter in Transition Countries?

“…The choice of appropriate communication media undoubtedly depends on the target audience of potential and existing employees and their characteristics, such as age, level of education, occupation, and similar factors. However, in contemporary business conditions, the internet and social media (Kuşçu, 2020) represents the primary channel of communication. Most organisations have their own website, so it is logical that this medium is also used for the purpose of promoting the employer's brand to potential job candidates.…”