Study Proposal: Acceptance of Social Media by Management Schools Graduates

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Recommended: Should employers use social media in the hiring process

Literature Review
The firm’s efforts in promoting its image and brand inside the organization as well as outside the organization is represented by Employer branding. The distinct and clear image of the firm and its brand make firm valuable in market full of high potential and high performing talent. The leaders and senior executives have recently shown huge amount of interest in employer branding. The research carried out is related to the upcoming methodologies of employer branding. It focuses on shift in branding strategies from advertisements to the more practical and innovative ways similar to using social media as a source of branding. It also discusses relationship between organizational career management and employer branding and the correlation between different factors which leads to branding of the firm. The results show that the different factors related to branding of the firm especially at university level like growth opportunities, work-life balance, global exposure, pay-scale grid are not very much linked with each other, however they are responsible for creating the brand image in the applicants’ mind. (Backhaus & Tikoo, 2004)
The internal marketing concept specifies that an organization’s employees are its first market. Themes such as ‘internal advertising’ and ‘internal branding’ have recently entered the marketing lexicon. One component of internal marketing that is still underdeveloped is ‘employer branding’ and specifically ‘employer attractiveness‘. Employer attractiveness is defined as the envisioned benefits that a potential employee sees in working for a specific organization. It constitutes an important concept in knowledge intensive contexts where attracting employees with superior skills and knowledge...

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Nigel Wright Recruitment Report (http://www.nigelwright.com/Assets/Documents/TheImpactofSocialMediaonRecruitment.pdf)
Pierre Berthon, Michael Ewing, & Li Lian Hah, (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), pp. 151-172
Turban, D.B. (2001). Organizational attractiveness as an employer on college campuses: An examination of the applicant population. Journal of Vocational Behavior, 58, 293-312
Williamson, I.O., King Jr. J.E., Lepak, D., & Sarma, A. (2010). Firm Reputation, Recruitment Web Sites, and Attracting Applicants. Human Resource Management, Vol. 49, No. 4, pp. 669-687
Yüksel, C.A., & Tüzüner, V.L. (2009). Segmenting Potential Employees According To Firms’ Employer Attractiveness Dimensions in the Employer Branding Concept. Journal of Academic Research in Economics, pp. 47-62

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