JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
The Relationship between Employer Branding and Social Networks: Analysis from the Perspective of Young Graduates
Author(s): Valentina Pirić, Pauline Masmontet, Maja Martinović
Citation: Valentina Pirić, Pauline Masmontet, Maja Martinović, (2018) "The Relationship between Employer Branding and Social Networks: Analysis from the Perspective of Young Graduates ," Journal of Marketing Development and Competitiveness, Vol. 12, Iss. 2, pp.30-48
Article Type: Research paper
Publisher: North American Business Press
The aim of this paper was to study the relationship between graduates who are seeking employment and social networks. Authors focus on the relationship between employer branding, recruitment and social networks. Only few articles were interested in job seekers, with the majority focusing on the subject from a business perspective. Focus groups have been conducted. It has been discovered that graduates use social networks to look for job opportunities, but they rather apply through corporate websites. Candidates use social networks to be prepared for a recruitment process while companies using social networks are considered more attractive from a candidate’s perspective.