Possessing a strong labor force is a crucial key for enterprises. In order to achieve this, companies need to improve their image and reputation to attract more talents. These objectives can be only obtained by developing the organization’s employer branding in order to stand-out in the market. However, traditional marketing channels for employer branding are high-priced and rigid. Using these channels in marketing strategies consumes vast amount of time and resources as well as difficult for adjustments. In the contrast, social media is a convenient, easy-to-use and cost-efficient marketing channel, in which a company present the brand messages and image on social media platforms.
This thesis presents a marketing strategy for the commissioner company, HMSHost Finland Oy, in order to improve their employer brand and attract more applicants. To be exact, the aim of this paperwork is to apply social media practices in marketing plan which improve its employer branding with a lower budget. Therefore, the final product is a social media marketing guidebook for the company.
This paperwork consists of four main tasks needed to complete. In this thesis, the product is based on the theoretical framework of employer branding and social media (1). The author conducts interviews (2) in order to examine the importance of employer branding to a company as well as the elements to evaluate a successful employer brand image. Afterwards, a tailor-made employer brand process is introduced with four steps (3). Next, the feedback (4) from the commissioner and tutor is obtained and strengthening the final version of the product. Finally, the author assesses the whole thesis based on its outcomes, give recommendations and relevant learnings from school.
The literature review presents a theoretical framework related to employer branding, social media and their elements. The author builds up a four-step procedure of employer branding via social media. A qualitative research is carried out to address the importance of employer branding and its value elements that determine the success level of an employer
