Employer Branding idag : Attraktivitet genom sociala medier

Sammanfattning: The use of social media has during the last couple of years increased and is now a major part of most of the organizations marketing strategies. But how does this fit with the Employer Branding strategies? And how does this affect the organizational attractiveness as an employer? These were two of the questions we wanted to examine and analyze. In order to answer these questions, we conducted interviews with six different companies divided into 3 subgroups. The intention of this was to get a wider perspective of how the implementation of social media in the Employer Branding could work. And could this change the recruitment process? What we could see afterwards is that more time is spent on taking references online through social media sites. Some say it is more honest than the traditional references that the candidate got to choose. Other conclusions that we could find was that it is important to use social media in todays market but it is crucial to use it in a proper way. Companies must form a strategy based on their Employee Value Proposition in order to reach the wanted receivers using social media. It is also important that the Employee Value Proposition is based on the companies’ corporate values.