Employer Branding in the Digital Age: Leveraging Social Media for Talent Attraction
Employer Branding in the Digital Age: Leveraging Social Media for Talent Attraction

Author(s): Tatjana Jovanović.
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Employer branding; Social media; Talent attraction
Summary/Abstract: The role of employer branding in the 4th industrial revolution, characterized by rapid technological advancements and the rise of social media, is becoming increasingly vital. As the pace of information dissemination accelerates, employer branding is crucial for attracting talent, particularly amid workforce shortages and the “war for talent.” A central question addressed in this paper is: how can employer branding be developed through social media, and where should companies begin? A case study from an FMCG company illustrates a strategic approach to building employer branding via social media platforms, highlighting its impact on talent attraction. The findings offer actionable insights for companies looking to implement effective employer branding initiatives, ultimately improving recruitment outcomes and enhancing organizational reputation in a competitive labor market.

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