Employer Branding and Social Media - still a long way to go

Translated from Ralf Junge's blog entry: "Employer Branding und Social Media – ein weiter Weg."

How does Social Media support the Employer Branding at YOUR company? This is the question of one's master theses I was allowed to read the other day. The subject is quite exciting. After all Social Media has not arrived in HR works completely yet. Very exciting especially with this study is, predominantly only Employer Branding Referents from middle class companies have been asked. 

The use of Social Media in regard of Employer Branding has, as expected, become a top priority in recruting new talents for the own company. Secondary,  the respondents stated their perception as employer, the attraction of matching candidates as well as the development of "employer of choice". Nothing new. More interesting, however, are the named hyrdles coming with the introduction of Social Media:

1. The implementation IN the company (culture)
2. The establishing of an authentic Employer Brand
3. The resourcing of relevant content
4. The difficulty of measuring the "success"
5. The integration of the staff
6. The missing personnel resources, and
7. The missing strategy

On further research I came to find more interesting things. According to to the Social Media Index, ASMI, only 16 % of German companies have a Social-Media-Strategy for their Personnel Management. That's the snag! I find this number alarming! Social Media definitely is nothing new anymore. Be silent about its effeciency when used - as proven. And this, especially while the younger target group is available mainly and less complicated via Social Media, also.  I am not wondering anymore why sensible and benefitting use of social networks in terms of Employer Branding are NOT working, after all.

By now, the success of the use of Social Media can be measured by KPI. In terms of the study's goals, prior mentioned, HR's named five important indicators, also: The amount of entered applications because of Social Media Communication is one main indicator for activities functioning. The quantity of applications as well as the interaction with the target group show how the company is perceived. On the other hand, in the quality it (should) show, if relevant talents are addressed (properly). The reputation of the company displays clearly, if social media presence influences candidates choosing the company as employer of choice. It is suggested to involve, and even to embrace, the candidates' feedback, also.

All in all, the master thesis does not show any scandalous or pioneering findings. Nevertheless, it shows clearly that it is a long road ahead for successful use of Social Media in terms of Employer Branding. Companies have to work considerably more than what they already did! I suggest we are going to discuss this at the following HR BarCamp in early March of 2014. Maybe we can come up with some useful tips and tricks for all To-Do's. 

Ralf Junge