Social media as an effective tool for creating and building an employer brand

- Kaiser Iris

Social media can be an effective tool for creating and building an effective image of an organisation as a trustworthy employer both inside and outside the company.
The author has examined the use of social marketing channels by academic institutions. She asked about the role of this communication tool, undertaking the challenge to use social media as a tool for cross-marketing, employer experience of branding through social media. She has also examined employers’ knowledge of what and on which channels employees and “ambassadors” post about their company. Overwhelmingly, the response was obtained “no”, which shows that social media are a tool used only occasionally if at all.

doc. Iris Kaiser, Europäische Medien- und Business-Akademie, Germany – graduate of graphic design at the Fachhochschule in Düsseldorf. She worked as layouter, graphic designer, art director and director of studies at several advertising agencies in North Rhine-Westphalia. In 1994 she founded her first advertising agency. In 2001, seceded from the former business partner and founded the agency „Alfagras”, specializing in Internet marketing. In 2010 she completed a further study with the degree of online-marketing-manager. Today working as a coach in the European Media and the Business Academy in Düsseldorf, as an independent specialist in Internet marketing and social media.

DOI: 10.14611/minib.07.01.2013.15

Contact: kaiser(at)

MINIB, 2013, Vol. 7, Issue 1

Resize of Open_Access_logo_PLoS_white  Available in Open Access.

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