University of Twente Student Theses


Preparing for the future: Scenarios for Employer Branding through Social Network Sites

Mehrtens, Sandra (2015) Preparing for the future: Scenarios for Employer Branding through Social Network Sites.

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Abstract:Purpose – Employer branding through Social Network Sites is characterized by a constantly changing, complex environment and lacks of research that provides tools to plan and prepare for the future, understand the interaction among emerging trends and future alternatives, and allows managers to make profound strategic decision-making, stretch their mental models and elaborate on more than one possible future. The purpose of this study is to uncover the future of Social Network Site enhanced employer branding by means of a scenario analysis. Methodology – To shed light on the future of employer branding, four plausible alternative future scenarios were developed based on the guidelines of the intuitive logistics approach. The drivers of change were selected through academic literature. The scenario logics were defined based on the scenario axes method in which four scenarios were developed around two axes of uncertainty. Findings –The most unpredictable drivers that are most likely to impact employer branding on Social Network Sites are generational differences between Generation Y and Generation Z and disruptive technologies that enter the market. Based on these two drivers four scenario narratives were developed and implications identified: (1) Multigenerational employer branding: focus on more targeted and tailored employer branding, (2) strategic employer branding: make employer branding a strategic priority, form cross-functional teams and strategic alignment, (3) innovative employer branding: focus on internal efficiency, flexibility and quick adaption to changes, and (4) improving the status quo: focus on continuous enhancement. Originality/Value – This study presents the results of a scenario analysis and provides a strategic tool kit for decision-making, organizational learning, and a base for further empirical studies that aim to investigate the future of employer branding. Moreover, since scenario analysis is yet not widely applied in the Human Resource literature, this study presents a sound foundation for the realization, advantages, and fields of application for using the scenario analysis method in a Human Resource context.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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