Maximizing The Value of Linkedln for Employer Branding and Reputation Management of Small Businesses

Abstract

This paper explores the importance of employer branding and reputation management for businesses. It focuses on small business owners perceptions of LinkedIn as a tool for building and managing their employer brand and reputation. To highlight this, the authors conducted semi-structured in-depth interviews to identify the challenges small business owners face in using LinkedIn effectively for employer branding and reputation management, to explore best practices and strategies for leveraging LinkedIn, to enhance employer brand and reputation and last but not least, to identify the benefits of employee advocacy on LinkedIn for small businesses.