University of Twente Student Theses


#Lovemyjob : researching the influence of social media on employer branding

Westerbeek, Janique (2019) #Lovemyjob : researching the influence of social media on employer branding.

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Abstract:The aim of this research is to answer the question: “What is the influence of the use of social media, age and other factors on the strength of employer branding in the decision-making process of job-seeking employees?” Employer branding is the practice of actively using marketing principles in the process of building the employer brand, with the eventual objective of finding new employees. This can be done e.g. by using social media. The rise of social media has caused a shift of power from business to their customers, but that does not mean that businesses cannot use it to their advantage. Social media have given businesses the opportunity to establish a stronger brand personality. Based on the outcomes of this research, the use of social media has a positive influence on the strength of employer branding. Age did not have a however have a significant effect on the way that social media was used and might therefore indirectly influence the strength of the employer brand. Other factors, such as the size of the company and whether it is well-known or not, seem to have significant positive effects as well, as we have seen in the comparison between the two companies included in this research. Lastly, the strength of the employer brand was found to be a positive influence on the willingness of employees to work for a certain company.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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