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EMPLOYER BRANDING ON SOCIAL MEDIA AND RECRUITMENT WEBSITES: SYMBOLIC TRAITS OF AN IDEAL EMPLOYER
With some regional differences, employment levels in many developed economies are very high, and competition for skilled staff is intense. Competitive labour markets aside, competition for employees is likely to become an increasingly important issue as the population worldwide ages (Wilden, Gudergan, & Lings, 2010). Employer branding has gained favour as a management tool over the last decade. Even as ﬁrms face global economic conditions that are both difﬁcult to forecast and subject to extreme variance, the need to attract, retain and motivate staff remains (Moroko & Uncles, 2009).
Jméno a příjmení autora:
Ludvík Eger, Michal Mičík, Petr Řehoř
Employer branding, HR management, symbolic traits, semantic differential, recruitment websites, social media, business student perceptions
DOI (& full text):
In recent years, the employer brand has become an important source of a sustainable competitive advantage. There is increasing evidence that employers need to place greater emphasis on communication…více
In recent years, the employer brand has become an important source of a sustainable competitive advantage. There is increasing evidence that employers need to place greater emphasis on communication with talented young people. Jobseekers usually have only basic information and vague knowledge and experience about a job and organizational characteristics in the early stage of the recruitment process, and in this situation the symbolic functions of a brand are signiﬁcant. Nowadays, prospective applicants search for information about future employers by using their recruitment websites and social media. The study identiﬁes the signiﬁcant factors (symbolic traits) which attract Czech university business students to choose their potential employers. The study also contains a survey which investigates the use of social media and recruitment websites in relation to the employer brand, including perceptions of an ideal employer. The study brings results about symbolic employer attributes, which are presented in semantic differentials and contribute to research on employer branding by presenting how young people use recruitment websites and company social media to search for a potential employer. The ﬁndings of the conducted study suggest that chosen symbolic traits of an ideal employer are similar in the respondents and are independent of gender and employment status. According to the ﬁndings regarding social media and recruitment websites, respondents that follow information about job offers on an organization´s social media proﬁles don´t ﬁnd the organization´s proﬁles on social sites important, whereas respondents that follow information about job offers on an organization´s recruitment websites ﬁnd the organization´s proﬁles on social sites important. The paper concludes with theoretical and practical implications followed by directions for future research.
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