Social media practices by human resources companies: how do they impact brand image and customer engagement?

Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceIn this new era of technology, using social media networks has become ordinary and necessary for both societies and organizations. In this context, social media marketing emerged as a strategic tool for branding improvements, raising customer engagement, and creating brand awareness. This internship report aims to complement the existing literature regarding social media practices by human resources companies, and how do they impact the brand image and customer engagement levels of those same companies. Considering the case of Placement in Portugal and through the application of Benchmarking, I will compare what the company has been doing online with some of the most well-known Human Resources and Recruitment companies worldwide. Afterward, it will be possible to gain insights into the best practices and strategies that Placement in Portugal should follow to increase and improve its performance online