THE EFFECTIVE USAGE OF SOCIAL MEDIA FOR EMPLOYER BRANDING

In the break of the new century, we see several challenges that the new talent acquisition manager is confronted with. Demographic changes and war for talent has shifted the focus of the organization from financial goals to people centric goals. Building a stronger organization required the people at the top to think strategically to meet the gap between the demands for a certain category of talent to supply in the required category. Even top -notch companies like Google and Amazon today are confronted with the challenge of meeting the talent needs of the organization. The innovative acquisition practices are developed to not only attract the smarter candidates but also to create a brand for themselves in the market. The challenges which most companies are facing today are not only attracting the best candidate to apply for the vacant post but also finding the best fit for the organization. This dynamic has led to a lot of frustration from the talent acquisition managers. In this present scenario, what came as a boon to most of the talent acquisition managers is the usage of social media for recruiting and hiring the top talent. The millennial generation (or “digital natives”) grew up with social and mobile technology and led the way i n adopting these technologies. But today, job hunters across demographic groups often begin their interactions with employers via the social Web, where they expect to become familiar with the employer's culture and “brand,” learn about available job opportunities and even directly engage with employers. The purpose of the research is to understand the effective usage of social media for attracting and retaining employees in the industry and also to evolve strategies to create a compelling brand. Social media has proved to be faster in reaching out to the millennials but the biggest drawback which was observed by many of the industry stalwarts today is to find the best fit for the vacant positions over a period of time. The media has also opened up several challenges like employees have started moving from one job to another which creates a vacuum in most of the organizations in their key positions and there is increased competition for retaining the employees. For the purpose of the study, a comparative analysis is drawn between various companies to understand how each competing brand have fared in branding themselves through social media.