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Content is King! How Employer Brands Meet the Content Expectations of Young Talents in Social Media

Küster, Karina LU and Rosenow, Flora-Janna LU (2013) BUSN39 20131
Department of Business Administration
Abstract
The purpose of this thesis is to unveil in how far organisations' Employer Branding efforts, concerning Social Media content, meet the expectations of Young Talents. The outcome will aid employers in attracting and retaining Young Talents in their organisation.

The theoretical framework of the thesis deals with the three key concepts Employer Branding, Social Media and Young Talents. The concepts will be introduced, defined and their relevant aspects explained. Consequently, the intersection of topics as well as its importance will be discussed within the subsequent chapter.

A three-fold mixed-method research with an inductive approach has been applied. Firstly, a sequential approach, combing qualitative semi-structured interviews... (More)
The purpose of this thesis is to unveil in how far organisations' Employer Branding efforts, concerning Social Media content, meet the expectations of Young Talents. The outcome will aid employers in attracting and retaining Young Talents in their organisation.

The theoretical framework of the thesis deals with the three key concepts Employer Branding, Social Media and Young Talents. The concepts will be introduced, defined and their relevant aspects explained. Consequently, the intersection of topics as well as its importance will be discussed within the subsequent chapter.

A three-fold mixed-method research with an inductive approach has been applied. Firstly, a sequential approach, combing qualitative semi-structured interviews and a quantitative web-based survey were conducted. Furthermore, a quantitative content analysis on the three main Social Media platforms was conducted.

The research showed, that in order to strengthen the (employer) brand equity, the expectations of Young Talents concerning Social Media content need to be met. However, currently organisations are neither meeting the Young Talents expectations concerning content information nor are they posting it on the preferred platforms. Hence, companies have to step up to meet the expectations and become an Employer of Choice. (Less)
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author
Küster, Karina LU and Rosenow, Flora-Janna LU
supervisor
organization
course
BUSN39 20131
year
type
H1 - Master's Degree (One Year)
subject
keywords
Employer Branding, Social Media, Young Talents, Content Expectations, Web 2.0
language
English
id
3814302
date added to LUP
2013-06-26 09:32:35
date last changed
2013-06-26 09:32:35
@misc{3814302,
  abstract     = {The purpose of this thesis is to unveil in how far organisations' Employer Branding efforts, concerning Social Media content, meet the expectations of Young Talents. The outcome will aid employers in attracting and retaining Young Talents in their organisation. 

The theoretical framework of the thesis deals with the three key concepts Employer Branding, Social Media and Young Talents. The concepts will be introduced, defined and their relevant aspects explained. Consequently, the intersection of topics as well as its importance will be discussed within the subsequent chapter.

A three-fold mixed-method research with an inductive approach has been applied. Firstly, a sequential approach, combing qualitative semi-structured interviews and a quantitative web-based survey were conducted. Furthermore, a quantitative content analysis on the three main Social Media platforms was conducted.

The research showed, that in order to strengthen the (employer) brand equity, the expectations of Young Talents concerning Social Media content need to be met. However, currently organisations are neither meeting the Young Talents expectations concerning content information nor are they posting it on the preferred platforms. Hence, companies have to step up to meet the expectations and become an Employer of Choice.},
  author       = {Küster, Karina and Rosenow, Flora-Janna},
  keyword      = {Employer Branding,Social Media,Young Talents,Content Expectations,Web 2.0},
  language     = {eng},
  note         = {Student Paper},
  title        = {Content is King! How Employer Brands Meet the Content Expectations of Young Talents in Social Media},
  year         = {2013},
}