Library:
Paris Champerret
Madrid
London
Paris Montparnasse
Turin
There is much research about employer branding and its importance to companies, and the different approaches that organizations take when building their employer brands. However, there is little research investigating how individuals brand themselves under the influence of their companies, and how individuals’ behaviors on social media could potentially affect their employers. Under the digital economy and the different work forms after the pandemic, organizations have encountered challenges to manage their brand image with the growing use of social media from their employees to share their personal and professional lives. The goal of this research is to investigate how individuals manage and present their identities as employees of a company and individual professionals on social media platforms, and to further explore the relationship between employer and employee branding. What are the intention and motivation behind an individual’s activities and decisions, including posts, likes, sharing information on social media platforms, such as Facebook, Instagram, LinkedIn, Twitter. The research aims to explore the relationship and impact between employer branding and employee’s personal branding efforts and investigate how individuals build up their strategy to align and differentiate these identities from the usage and activities on social media platforms.
