Increasing Global Reach: Using Social Network Sites for Employer Branding

Employer branding by means of Social Network Sites (SNS) hasbeen inspired by two recent developments: the increase of usergeneratedcontent with the spread of Web 2.0 and the lack ofspecialized human resources. However, this phenomenon is yetnot very well understood: Which companies use SNS foremployer branding? What are the motivations behind it and whatare the necessary success strategies? In this paper, we uncovermain goals companies pursue, strategies that are employed and thepossible benefits that can be attained with an SNS presence. Ourresults are based on an evaluation of a quantitative survey and aqualitative analysis of interviews with company representatives.We find that, if an SNS presence is established strategically,companies can increase their global reach, improve employerbrand awareness, achieve positive user bonding, gather valuablefeedback as well as recruit for vacant positions.