Дигитален работодателски брандинг и подбор на кадри чрез социалната B2B мрежа LinkedIn
Digital employer branding and recruitment through the B2B social network LinkedIn

Author(s): Nikolay Koychev Vankov
Subject(s): Economy, Financial Markets, Human Resources in Economy, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: digital employer branding; digital marketing; employer value proposition
Summary/Abstract: The purpose of the report is to present the essence of the process of building and managing a digital employer brand, as well as the selection of personnel for the company through the professional b2b network LinkedIn. In the first part, an answer is sought to the question „What is an employer brand (Employer Branding) and what are its characteristic features?“, as well as how one can build and manage such a brand through LinkedIn. Emphasis is placed on developing an employer value proposition, how to „amplify“ the voice of the company‘s employees and what tools are used to plan and execute an Employer Branding marketing campaign. The second part of the report is practical and presents the results of a 2022 survey of 253 recruitment, employer branding and talent attraction specialists on the Content Stadium digital content creation platform. Recommendations are made for using LinkedIn to build and manage a digital employer brand.

• Details
• Contents