Using Social Media in Recruitment and their Impact on Building the Image of a Good Employer

Abstract

The article discusses the growing role of human capital in the development of a modern organization and its significance for achieving a competitive advantage. It points to the difficulty of finding valuable employees in the market, which modern enterprises must deal with by adjusting the recruitment policies to the changing preferences of the applicants. The author presents the concept of building the image of an attractive employer in relation to current and prospective employees and the conditions for the success of such activities. The issue of the employee value proposition index is mentioned as an essential element of employer branding. With the rise in the popularity of the Internet and new communication channels such as social media, the article shows that these are the methods used by companies to look for new employees as well as by candidates to look for information about potential employers. Based on the reports and results of studies on employers and candidates, the author tries to emphasize the growing role of social media in talent acquisition. Furthermore, the article contains the author's own research into the methods of recruiting new employees and employer branding in companies from the Wielkopolska province.