Research On The Employer Brand Communication Strategy Based On Social Media Recruitment Advertisements

Employer brand is a strategic tool for employers to attract and retain employees.In recent years,with the popularity of social media such as Weibo and We Chat,some companies have begun to use social media to communicate employer brand.Among these channels,using social media recruitment advertisements as a carrier to communicate employer brand is commonplace.However,so far,studies on this emerging employer brand communication method are still rare.Therefore,some companies rated as the best employers in China were chose as the sample in this dissertation,and their employer brand communication strategies based on social media recruitment advertising were analyzed by utilizing content analysis.Specific research contents include:(1)The content strategy of employer brand communication based on social media recruitment advertisements of sample companies;(2)The media strategy of employer brand communication based on social media recruitment advertisements of sample companies;(3)The conjunctive strategy of employer brand communication based on social media recruitment advertisements of sample companies.Results showed that:(1)The four dimensions of content strategy of employer brand based on social media recruitment advertisement communication are symbolic value,developmental value,social value,and economic value.Each dimension is subdivided into four secondary indicators;(2)The degree of content strategy dimensions reflected by recruitment advertisements in sequence are developmental value,economic value,symbolic value,and social value;(3)There are 7 media strategies used by companies in social media recruitment advertisements: "text","picture","video","text + picture","text + video","picture + video","text + picture + video".(4)In regard to the media strategy utilized to show the 4 dimensions of the content strategy,the most frequently used one is "text" strategy.Specifically,"text" is the most frequently used media form,which was utilized to demonstrate 15 out of 16 indicators.In addition,"picture" is the media form most frequently used in the last indicators.