Digital management of employer branding in companies in Spain and Portugal

Abstract

Building the employer brand is an emerging topic in organizations that seek to strengthen their workforce and integrate the best talents in the labor market. Faced with this, it is a priority to integrate digital media into the communication strategy that promotes the positioning of employer branding. This research studies the management of the digital employer brand in companies with the best reputation in Spain and Portugal. This descriptive study uses a qualitative methodology, taking Inditex and Grupo Nabeiro as a case study. It is developed in two stages: 1) Through content analysis, information about the employer brand provided by companies on their web pages is collected and analyzed; and, 2) The management of employer branding in social networks is developed, using the same research technique, focusing on LinkedIn. The results show that Inditex shows a high interest in building its employer brand through digital channels, making its value proposition as an employer visible, through work experience told from the perspective of collaborators. Meanwhile, Grupo Nabeiro, although it has general employer brand information on its web portal, shows limited management on LinkedIn and, therefore, of digital employer branding. It is corroborated that web portals and social networks, especially LinkedIn, are powerful tools for employer branding management, since, by their nature, they enhance the visibility of brands and promote the relationship between them and their audiences of interest.