TITLE: LEVERAGING SOCIAL MEDIA TO IMPROVE EMPLOYER BRANDING THEREBY ENHANCING EMPLOYEE RETENTION AND TALENT ACQUISITION

Abstract

Employer branding is also at the center of management, as more and more businesses recognize that employees are among the most important immaterial assets they have. The emergence of social networking offers workers a modern way of networking to provide knowledge about their employees, to improve their identities and to initiate discussion early on in their work choosing processes with prospective applicants. This research utilizes branding theory to define core drivers of the popularity of workers in the sense of social networking such as knowledge quest behavior, employee self congruity and corporate profile. Model research on corporate and corporate-independent social networking platforms reveals just marginal variations and the creditworthiness of knowledge does not seem to be a concern. The outcome also demonstrates that autonomy and knowledge from social networking do not have an influence explicitly on the appeal and application of the presumed boss, but are entirely mediated by a dominant corporate picture.