VGU RESEARCH REPOSITORY
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https://epub.vgu.edu.vn/handle/dlibvgu/1019| Title: | Social media as an instrument of employer branding a quantitative survey on millennials in Viet Nam | Authors: | Duong Hai Duong Nguyen Hoang Khanh |
Keywords: | Social media;Employer branding | Issue Date: | 2019 | Abstract: | As the labor market is becoming more and more competitive, companies must pay more attention on building their images in the eyes of potential employees in order to attract them. Employer branding (EB) is nowadays used as a strategy for both internal and external business practices. In addition, the rise of social media opens the door for EB to easily convey company’s culture, image and professional information, and early approach prospective employees. The purpose of this paper is to quantify the impact of social media (SM) on brand perception of millenials in Vietnam. It investigates how SM helps improve the employer brand of organizations in the perspective of the Vietnamese young talents by conducting a quantitative analysis. The finding is used to support the idea that SM is an inseparable instrument of EB by increasing the company awareness to potential employees and engaging the company’s workforce. Managers can rely on the research’s result to know more about their existing and future employees’ characteristics among the 18-38-year-old age group, thence turn SM into a tool to promote the organization’s employer brand |
URI(1): | http://epub.vgu.edu.vn/handle/dlibvgu/1019 | Rights: | Attribution-NonCommercial 4.0 International |
| Appears in Collections: | Finance & Accounting (FA) Finance & Accounting (FA) |
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| File | Description | Size | Format | Existing users please Login |
|---|---|---|---|---|
| Social media as an instrument of employer branding a quantitative survey on millenials in Vietnam.pdf | 1.91 MB | Adobe PDF |
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