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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: 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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