Use of social media in improving employer brand : case company LähiTapiola Vellamo

The thesis explores how LähiTapiola Vellamo could leverage its social media use to create a positive employer brand image. The objectives of this thesis were to provide insight into how employees perceive the company’s employer branding efforts on social media and to determine whether the employer brand had been impacted by the company’s present use of social media. The thesis sought to identify the factors of social media content that have a positive influence on the employer brand and to present development proposals for social media content. The theoretical framework of this thesis was based on marketing and creating an employer brand image through social media, from the perspective of human resources management. The chosen research method for this thesis was a quantitative method. The survey provided insightful information on how the respondents viewed LähiTapiola Vellamo’s employer brand and social media content. The main finding from the survey was that the employees answered very positively about the employer brand, but when it came to if it was communicated well enough through social media, the answers weren’t as strong. Practical development proposals are presented in the thesis. Factors that should be taken into consideration when using social media to improve the employer brand are consistency, aligning the branding with the company’s values and company culture, and targeting the right audience