Digital Employer Branding

Abstract

Digital transformation has become a key concern for many enterprises that social media now occupy an important place more than ever in the managerial strategies. The human resources (HR) function is considered as one of the organizational dimensions that have taken advantage of these digital platforms, especially for the employer branding purposes. This chapter aims to explore the practices that enterprises in Morocco use to manage their employer brand through social media to attract potential candidates, retain recruits, and limit turnover. To achieve this research objective, a multiple case study was carried out with managers from four customer relation centers through semi-structured interviews. The findings highlight the existence of digital ambassadorship and e-reputation oversight practices. Finally, this chapter also provides some managerial recommendations and future research directions.