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The Role of Social Media in Employer Branding

2016; Springer International Publishing; Linguagem: Inglês

10.1007/978-3-319-27570-3_20

2364-5067

Ayşe Begüm Ötken, Elif Yolbulan Okan,

Business Law and Ethics

This paper aims first to analyze the employer branding in terms of human resource management and marketing and discuss whether social media contributes to developing an employer brand. A pilot survey study is conducted to University to identify the sector and company they want to work for and to indicate the most successful CEO. They were also asked to name the characteristics of an ideal CEO. The second part of the study is a content analysis regarding the social media usage frequency/content of the employer brands indicated by the respondents. The findings of the study show that respondents participated to the study want to work in technology, entertainment and automotive sectors. Gen Y respondents also want to work in Turkcell, Apple, Google, Microsoft, Vodafone, Mercedes and BMW. They find Ferit Şahenk, Ümit Boyner, Ali Koç and Muhtar Kent as the most successful CEOs. They think that creativity and openness to innovation are the most important characteristics of a CEO. Although the nature and content of doing business has changed due to technological advancements, social media is just one component of employer branding. It is created by well-developed human resource functions and well planned marketing activities.