Facebook as a tool for targeted Employer Branding

This thesis was commissioned in autumn 2016 by a knowledge intensive company as a part of their social media strategy renewal. The company was then using only LinkedIn besides their website, but was re-evaluating the need and suitability of other social media platforms as the competition over the top talent has intensified, communication culture and modern recruitment environment changed and most of their biggest competitors had already been actively utilizing various social media platforms. The objective set for the final product by the commissioning company was to receive a practical guide book, that compiles the latest tips and best practices for them and that would enable them to most easily and effectively harness Facebook as a tool for their targeted employer branding. The company had already defined university students as their target audience to be reached through the platform and provided me their employer branding messages to be utilized in creating the strategy, which forms the base for the final product. As the final product, a practical and highly visual guide book (“How to reach the future talents through Facebook”) was created to help the company to introduce Facebook as a tool for pursuing their already existing employer branding objectives. It guides the company step by step through the basics and strategical essentials such as specifying conversion and goals, defining the company voice and tone for their general presence in Facebook, forming the optimal content strategy (what, when and how often to post) and determining the metrics to be followed to be able to measure their success. Thus, the guide book is based on a strategy I created for the company and includes detailed and hands-on recommendations and instructions. It comes with a draft of an editorial calendar for the current year including ideas for posts and campaigns. Due to the highly specialized business field with only a few of same size operators, all the company information and other features that might result in identifying the company, are redacted and the company presented anonymous throughout the thesis