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Employer Branding 2.0 - Approaching Generation Y's high potentials in Social Media

Eppel, Stefanie LU and Busch, Livia Julica LU (2013) BUSN39 20131
Department of Business Administration
Abstract
Thesis Purpose:
The purpose of this thesis is to reveal and enable a deeper understanding of the intersections of the three fields of Employer Branding, Social Media, and Generation Y. Moreover, the connecting points of these fields and in particular the concrete activities that are incorporated by Employers of Choice in order to attract Generation Y’s high potentials via a Social Media Employer Branding strategy were revealed.

Methodology:
Following the social constructionist ontological position and the closely linked interpretivist epistemological perspective resulted in a qualitative research design. An abductive approach and the hermeneutic circle technique have been applied to collect and systematically analyze the data... (More)
Thesis Purpose:
The purpose of this thesis is to reveal and enable a deeper understanding of the intersections of the three fields of Employer Branding, Social Media, and Generation Y. Moreover, the connecting points of these fields and in particular the concrete activities that are incorporated by Employers of Choice in order to attract Generation Y’s high potentials via a Social Media Employer Branding strategy were revealed.

Methodology:
Following the social constructionist ontological position and the closely linked interpretivist epistemological perspective resulted in a qualitative research design. An abductive approach and the hermeneutic circle technique have been applied to collect and systematically analyze the data gathered over the course of several in-depth interviews with various Employers of Choice and a subsequent virtual observation.

Theoretical Perspective:
The theoretical starting point of this study is the alignment of the existent literature in the fields of Employer Branding, Social Media, and Generation Y. The framework developed thereof is bridging those fields and constitutes the underlying basis for the analysis of the empirical data gathered which has been carried out subsequently.

Empirical Data:
Empirical data ascertainment has been accomplished by several in-depth interviews with various Employers of Choice and a subsequent virtual observation of the main Social Media platforms used on behalf of these companies.

Conclusion:
This study exhibits how the fields of Employer Branding, Social Media, and Generation Y are interrelated, concurring in five key determinants for Employer Branding 2.0: authenticity, consistency/accuracy, distinctiveness, identification, and flexibility. The research clearly revealed that Employers of Choice increasingly use Social Media in their external Employer Branding strategy, in particular to attract Generation Y’s high potentials. The incorporation of various channels as well as a target- and platform-specific approach was found to be of main significance. Moreover, the strategic aspects, which constitute each of the five key determinants, as well as their execution through specific Social Media activities were revealed and illustrated. On the basis of the results of this research, it can be concluded that the most substantial variable for an external Employer Branding strategy in Social Media is authenticity, followed by accuracy/consistency, identification, distinctiveness, and flexibility. (Less)
Please use this url to cite or link to this publication:
author
Eppel, Stefanie LU and Busch, Livia Julica LU
supervisor
organization
course
BUSN39 20131
year
type
H1 - Master's Degree (One Year)
subject
keywords
Employer Branding, Social Media, Generation Y, Employers of Choice, High Potentials, Key Determinants, Web 2.0
language
English
id
3801721
date added to LUP
2013-06-26 09:32:16
date last changed
2013-06-26 09:32:16
@misc{3801721,
  abstract     = {Thesis Purpose: 
The purpose of this thesis is to reveal and enable a deeper understanding of the intersections of the three fields of Employer Branding, Social Media, and Generation Y. Moreover, the connecting points of these fields and in particular the concrete activities that are incorporated by Employers of Choice in order to attract Generation Y’s high potentials via a Social Media Employer Branding strategy were revealed.

Methodology: 
Following the social constructionist ontological position and the closely linked interpretivist epistemological perspective resulted in a qualitative research design. An abductive approach and the hermeneutic circle technique have been applied to collect and systematically analyze the data gathered over the course of several in-depth interviews with various Employers of Choice and a subsequent virtual observation.

Theoretical Perspective: 
The theoretical starting point of this study is the alignment of the existent literature in the fields of Employer Branding, Social Media, and Generation Y. The framework developed thereof is bridging those fields and constitutes the underlying basis for the analysis of the empirical data gathered which has been carried out subsequently.

Empirical Data: 
Empirical data ascertainment has been accomplished by several in-depth interviews with various Employers of Choice and a subsequent virtual observation of the main Social Media platforms used on behalf of these companies.

Conclusion: 
This study exhibits how the fields of Employer Branding, Social Media, and Generation Y are interrelated, concurring in five key determinants for Employer Branding 2.0: authenticity, consistency/accuracy, distinctiveness, identification, and flexibility. The research clearly revealed that Employers of Choice increasingly use Social Media in their external Employer Branding strategy, in particular to attract Generation Y’s high potentials. The incorporation of various channels as well as a target- and platform-specific approach was found to be of main significance. Moreover, the strategic aspects, which constitute each of the five key determinants, as well as their execution through specific Social Media activities were revealed and illustrated. On the basis of the results of this research, it can be concluded that the most substantial variable for an external Employer Branding strategy in Social Media is authenticity, followed by accuracy/consistency, identification, distinctiveness, and flexibility.},
  author       = {Eppel, Stefanie and Busch, Livia Julica},
  keyword      = {Employer Branding,Social Media,Generation Y,Employers of Choice,High Potentials,Key Determinants,Web 2.0},
  language     = {eng},
  note         = {Student Paper},
  title        = {Employer Branding 2.0 - Approaching Generation Y's high potentials in Social Media},
  year         = {2013},
}