Employer Branding 2.0 – Change Smart (German)

How do the recent developments in social media impact employer branding? In this article co-authored with Birgit Renzl we argue that there are profound changes that come about with the recent emergence of social media tools. For instance, consider platforms on which applicants document their experiences with application processes. Organizations, however, have to cope with those emergent challenges. We explain how organizations might change toward an employer branding 2.0 that uses the opportunities provided by social media and minimizes risks associated with social media.

The article has been published in “Austrian Management Review”. A preview is available on Google books.