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The importance of social networks as a tool for employer branding from the viewpoint of Slovak consumers
[journal article]
Abstract Social networks are a phenomenon that has become a regular part of life for the majority of consumers and they spend much of free time there. With the increasing popularity of social networks, the possibilities of their use are also expanding. Recently, the trend of social networks has also penetrat... view more
Social networks are a phenomenon that has become a regular part of life for the majority of consumers and they spend much of free time there. With the increasing popularity of social networks, the possibilities of their use are also expanding. Recently, the trend of social networks has also penetrated into the personnel marketing. Due to the current situation on the labour market, in addition to traditional techniques, companies have begun to use the tools of the social networks to recruit employees and build their employer brands. The aim of this article is to define the theoretical basis of social networks and their usage in employer branding from the viewpoint of domestic (Slovak) and foreign authors. This includes an analysis of the practical usage of social networks in employer branding. The secondary data for the analysis were obtained from annual companies reports, statistical tables and published professional publications. In order to determine the perception of social networks as a tool for employer branding, a questionnaire survey was conducted among Slovak people. General scientific methods were applied for the processing of the data, as well as mathematical methods to evaluate the data, collated from the results of the questionnaire survey. Based on this, benefits of social networks and their usage in employer branding are highlighted.... view less
Keywords
social network; manpower; recruitment; job offer; Slovakia
Classification
Human Resources Management
Free Keywords
employer branding; personnel marketing
Document language
English
Publication Year
2020
Page/Pages
p. 15-19
Journal
EUREKA: Social and Humanities (2020) 3
ISSN
2504-5571
Status
Published Version; peer reviewed