Силното онлайн присъствие на работодателя и неговата връзка с привлекателността на организацията
The Employer's Strong Online Presence and its Relationship with the Organization's Attractiveness

Author(s): Antoaneta Valkanova, Zornitsa Yordanova
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Human Resources in Economy
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: employer brand; online presence; digitalization; social media; employer attractiveness
Summary/Abstract: This paper examines the hypothesis that a strong online presence of the employer is positively related to the attractiveness of the organization. The report presents the theoretical framework, a literature review, the applied methodology, and the main empirical results. The contributions and limitations are discussed, as well as the practical implications for organizations developing their digital image. The findings confirm that online presence can be considered a decisive factor for employer brand attractiveness. The contributions and limitations are highlighted, as well as guidelines for the practical implementation of online presence in employer brand management.

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