Usage of Social Media in Employee Sourcing and its Impact in Creating an Employer Brand

Social media tools and social networking sites have revolutionized methods of communication both for professional and personal use. With an increase in number of people engaging in communication through social media, and also an increase in the number of HR professionals using social media to source candidates, it has become imperative to study the relevance of social media to the recruitment process. Employer branding via social media has also gained attention, and it has been recognized as the most promising medium. However, there is a lack of understanding regarding the role of social media in building the image of an organization. This paper attempts to study the impact of social media in sourcing candidates and its role in creating an employer brand. The study has been conducted by using survey methodology in an IT company based at Hyderabad. This paper also examines the platforms which are best suited to hosting job search information, which can help achieve recruitment goals and how they are used by employers and candidates.