A case study which explores the evolution of employer branding and impacts of digital marketing in employer branding activities

1. ROLE OF DIGITAL
MARKETING IN
EMPLOYER BRANDING
RESHMA KS
RIE16MBA67

2. • Employee shortage led to talent war
• Compulsion on companies to become an “Employer of Choice”
• Employer branding started for improving organizational
attractiveness
• Focus on customer experience and employee experience
• Customer experience was influenced by the exclusive
information the company provided about their employee value
proposition

3. Four dimensions of employer brand image are:
1. People and culture
2. Remuneration and advancement
3. Job characteristics
4. Employer reputation

4. • The traditional means through which the information on the
employer brand image were written advertisements,
commercials, and job fairs
• But still there was the problem of reaching out to the masses and
at low cost
• The cost, mass coverage and quick information processing
advantages of Internet facilitated employer branding activities
moving into the digital space.

5. • Organization’s entry to to the digital world started at once with
the corporate websites and recruitment websites
• Easiness of finding information and reliability of information
made corporate websites even more popular on internet
• By 2010, most of the organizations world wide were having
corporate websites, which led to a saturation state in the talent
war
• Rather new information sources were social networking sites

6. • ComScore conducted a study in 2011 which compared the total
Internet activities and social networking activities
• It found that social networking activities over the year 2010
grew 10.8% to 84% of the total Internet activities
• It also revealed that three social networking sites are the most
popular ones worldwide; Facebook, Twitter, and LinkedIn.
• Among the three, the most popular professional networking site
was LinkedIn since its basic idea itself was a platform for
professional networking

7. Digital marketing through social media has proven to be useful for
employer brands through the following means:
• Leveraging social networking to expand talent pool/pipelines
• Developing competitor intelligence
• Identifying connections with the current employees
• Promoting employee value proposition and company culture

8. • Till date, digital marketing is boosting employer branding in a
way that facilitates talent attraction and talent sourcing
• Digital marketing is employed as a tool to communicate
exclusive information about the employer brand image and to
identify, attract and source required talents with the help of
psychographic data available online
• Now the competition has been intensifying and fastly reaching a
saturation state in the social networking dimension also.
• Taking one step ahead with “Talent development” can help
employer brands to survive in the ever intensifying war for
talent

9. • The idea is that employing digital marketing capabilities for
identifying and grooming talents even before they are reaching
an employable age.
• The companies can add standard and reliable career aptitude and
personality aptitude tests in their corporate websites so that
students of any age will get a complete profile of their hidden
and visible talents and suggestions to improve their flaws and
shortcomings.
• Once the visitor takes an aptitude test, his/her talent map is
generated so that the company can identify students with
required talent and skill sets that match their job profiles

10. • For the suitable candidates they are identifying through these
aptitude tests, the companies can provide certified training and
development programs, internship opportunities, sponsorships
and/or scholarships attached with a suitable job offer on meeting
specified criteria. This will help updating the talent pool and
boost the employer brand image among the organizational
outsiders(the customers)

11. Thank You