Target your Employees: identifying key elements in employer-branded social media advertising

In the rapidly evolving recruitment landscape, social media is crucial for employer branding, especially in sectors as horticulture facing labor shortages. This thesis addresses the gap in understanding which elements of employer-branded content resonate most with potential employees on social media. The primary research question is: What elements of employer- branded content and their strategic integration on social media are key for building a strong employer brand and engaging potential employees? A mixed-methods approach was used, combining qualitative content analysis and interviews. The content analysis focused on social media posts from horticultural companies, identifying elements within themes such as visuals, narratives, and authenticity. Interviews with experts, the content creators, provided insights into the strategies behind employer content on social media, while interviews with potential employees assessed the impact of these elements. Findings indicate that high-quality visuals and videos are crucial in capturing attention and effectively conveying the employer brand. Using specific color schemes and logos for brand recognition and using videos to showcase work environments and employee experiences helps potential employees visualize themselves within the company. Narratives and storytelling techniques also play a significant role, with stories highlighting personal and professional journeys, challenges, and successes creating a connection with the audience. Authentic representations of work culture and employee experiences build trust and credibility, positively influencing perceptions. The study concludes that a strategic combination of visual elements, compelling narratives, and authenticity in employer-branded content significantly enhances employee engagement on social media. These findings offer valuable insights for companies aiming to strengthen their employer brand and attract talent in a competitive job market, particularly in the horticultural sector. By integrating these elements into their social media strategy, companies can enhance their online presence, attract the right employees, and maintain a competitive edge in the labor market. Making social media as a recruitment tool more effective and reliable.