Budowanie wizerunku pracodawcy w mediach społecznościowych w rekrutacji pracowników
Building the image of employers in social media in recruiting process of employees

Summary/Abstract: The paper concerns the issue of building the image of the employer and the role of social media in the process of staff recruitment. A new look at recruitment activities assumes the minimization the costs of recruitment, by limiting the use of online job portals and recruitment agencies in favor of building a community around the employer. The paper indicates the importance of employer branding strategy and presents the results of surveys concerning the realization of this strategy by Polish companies. It includes also an analysis of the candidates' opinions about the usability of social media in information gaining, which are necessary to make decision concerning the choice of employer. The final part of this paper discusses the problems and benefits of the monitoring of the social media by employers and specialist agencies. The possibilities of taking activities for reducing the risk of an exposure of employer image have been shown on the basis of the ongoing analysis of the Internet users’ opinions.

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