The Effect of Employer Branding Through Social Media on Employee Engagement and Employer Attractiveness: A Case Study Research

Abstract

Nowadays companies successfully use social media to promote the employer brand along with traditional recruitment tools. Developing an appealing employer brand can increase employee satisfaction, engagement, and retention. The promotion of brand exterior to the organization will also make it attractive to the prospective employees. A central question is addressed in this paper: how employer branding via social media can affect employee engagement and employer attractiveness? Using a case study methodology in an insurance brokerage firm, this paper presents an advanced understanding of employer branding through social media and in-depth analysis of the effect of good employer brands on employee engagement and employer attractiveness. This research will help companies in the implementation of effective employer branding strategies via internal and external communications allowing them to improve their brand image and employee engagement.