Employer Branding on Social Media : a MNE Benchmarking Analysis

Abstract

Employer branding on social media is already part of many business strategies in the HR context. Indeed, several different multinational enterprises are putting a lot of effort into the management of employer branding pages. These pages are aimed to communicate, promote and differentiate a company's employer brand from their competitors. In the context of the employer branding, this study revealed that although social media has tremendous numbers of users, it is not perceived as the most important channel to get information about employers. Instead, colleagues and friends are considered to be the main source of information for that matter. Moreover, a benchmarking of social media career pages of 9 companies has revealed several pitfalls and best practices for an appearance on social media. EY and PwC are the two companies that are ranked highest in terms of total package. The survey that complements the results of the benchmarking analysis discloses furthermore, that none of the benchmarked companies are ranked at the top according to the sample. In contrast to that, the exceptional cases from the benchmarking, Google and Apple, are perceived by the respondents as the best employers with having the best career pages. Therefore, the findings of the benchmarking and the survey are contradictory.