We’re Hiring! Brand and Remuneration as Antecedents in Social Media Recruitment Campaign
Advances in digital technology have contributed to the shift of companies’ marketing strategy in regards to realtime engagement with customers to support brand-to-customers and attracting future employees. In discussing recruitment initiatives, many companies have begun to harness the power of social media to drive leads of new talents and employees recruiting strategy while strengthening company-applicants relationship. Brand awareness and established corporate reputation are argued as the expected outcomes of social media recruitment initiative. Deloitte, Ernst and Young are amongst those well-known case studies on social network utilization for recruitment initiative with Facebook, LinkedIn and YouTube as the leading platform to support Human Resources effort. The purpose of this study is to contribute to the emerging discussion on social media in specific of its utilization for both recruitment and brand development by discussing future research opportunities and the framework of drivers in social media recruitment in specific to life insurance industry. This study focuses on discussing the outcomes of companies-applicants relationship through social media recruitment, which are brand awareness and employer’s reputation building by focusing on key pertinent variables namely brand and reputation and remuneration offerings. This paper limits its discussion to below managerial level type of job post in life insurance industry published and socialized on Facebook and LinkedIn channel, targeting Indonesians young graduates with maximum of five years of working experience.
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Document Type: Research Article
Publication date: April 1, 2015
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