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Employer branding the Web 2.0 way


Employer branding means involving employees in the communication and characterization of a company’s brand. Many companies have moved employer branding into the world of social media and “Web 2.0”.

Employer branding through blogs

Employee blogs perhaps pose the fastest growing segment of employer branding via social media. From Microsoft employees to the President of Sun Microsystems, employees are using blogs – online diaries – to put a personal face on corporate communications. Readers may include clients, media, partners or the general public – depending on whom the organization seeks to target.

However, blogs offer just one approach to employer branding through social media. Some companies have turned to Facebook, SecondLife, MySpace, Youtube, Flickr and other tools. By putting employees front and centre, these companies give people a chance to connect and interact with a person, not just a brand. And, after all, that’s the whole point of employer marketing.

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