Angelika Czajkowska-Sowa
Media Management, Volume 9, Issue 4, 2021, pp. 645-661
https://doi.org/10.4467/23540214ZM.21.035.14578Due to the demand of IT specialists, it is necessary to apply appropriate employer branding activities. To achieve set goals, social media such as Facebook, are used and specific values for stakeholders and strong employer brand are created as well as specialists are encouraged to join or stay in a given organization. What’s more, offered products and services are promoted and the organization presents its own and employees’ development, as well as cooperation process and activities in the field of CSR. Information on events and the celebration of special occasions are also disseminated, and organization presents i.a. workplace culture and recruitment processes, educate recipients and introduce entertainment elements. Due to the above, qualitative research was conducted in the form of an analysis of the content of posts published on Facebook in the period from January 1st to December 31st, 2020, as well as other publications on the discussed phenomenon. The research sample consisted of 4 organizations that took the highest places in the Great Place to Work ranking in the Best Workplaces in Poland 2020 category with over 500 employees, i.e. Cisco Poland, Sii Polska, Hilti (Poland) Sp. z o.o., and Akamai Technologies Poland. The subject of the study was the use of social media in employer branding, and its purpose was to compare the indicated implementation among organizations operating on the IT market. The research problem was the identification of employer branding activities with the use of Facebook among organizations operating on the IT market.