Employer branding by means of Social Network Sites (SNS) has
been inspired by two recent developments: the increase of usergenerated
content with the spread of Web 2.0 and the lack of
specialized human resources. However, this phenomenon is yet
not very well understood: Which companies use SNS for
employer branding? What are the motivations behind it and what
are the necessary success strategies? In this paper, we uncover
main goals companies pursue, strategies that are employed and the
possible benefits that can be attained with an SNS presence. Our
results are based on an evaluation of a quantitative survey and a
qualitative analysis of interviews with company representatives.
We find that, if an SNS presence is established strategically,
companies can increase their global reach, improve employer
brand awareness, achieve positive user bonding, gather valuable
feedback as well as recruit for vacant positions.