Social Media, Employer Branding & Gamification Lecture Notes

Comprehensive flashcards covering employer branding concepts, HR systems (ICRM/RPAS), the Kano model, legal considerations in social media, and the FISH-Network framework.

What is the primary focus of employer branding?

Building an attractive brand and profile for a company to interest skilled workers by highlighting unique characteristics and strengths, using classic marketing tools to position itself against competitors.

What are the two main target groups for employer branding described in the text?

1) Talents and applicants for employee recruitment/recruiting and 2) employees for employee retention/loyalty.

How does a solid reputation affect recruitment costs and effort?

It saves time by requiring less effort to reach candidates, and saves money because fewer investments are needed for job promotion on career sites and there is less pressure to offer higher salaries to compensate for a bad reputation.

According to the transcript, what fraction of job seekers use social media as their primary tool for job searching and research?

$$\frac{1}{4}$$

What is the function of the Image Campaign Requisition Management Subsystem (ICRM)?

It is the central system for managing activity development, managing campaign approval, and acting as an interface between image campaigns and recruiting management.

What is the purpose of the Recruitment Performance Analysis Subsystem (RPAS)?

To analyze the performance of employer branding activities and measure their effectiveness, such as whether a specific activity led to an increased number of qualified applications.

Who proposed the extension to Lee's (2007) e-recruiting system to include employer branding?

Laumer and Eckhardt (2009).

How many phases are included in the employer branding process according to the Candidate Journey?

$6$ phases.

In the employer branding phases, which phase is considered the most important for increasing attractiveness according to the top $1000$ German firms?

The $4^{\text{th}}$ phase (the phase of candidates and the company getting to know each other).

How many phases in the employer branding process relate to candidates who are NOT yet working in the company?

The first $4$ phases.

In the Kano model, what are 'Basic needs' (Must-be's)?

Requirements that are taken for granted; if they are done poorly, customers are dissatisfied, but if done well, customers remain neutral (e.g., a clean room in a hotel).

According to the Kano model, how do 'delighters' affect candidate perception?

They are beneficial features the customer does not expect that create enthusiasm and distinguish a company from competition through a disproportionate benefit from a small increase in performance.

What are the two types of discrimination related to social media in HR?

Conscious, intentional discrimination (disparate treatment) and unintentional discrimination (disparate impact).

What should be included in an organization's Social Media (SM) policy to minimize legal and ethical concerns?

A definition of SM, general guidelines for behavior, references to existing policies, specifics on appropriate/inappropriate behaviors, and procedures for policy violations.

What are the two dimensions of the FISH-Network recruiting framework by Weitzel et al. (2009)?

1) Recruiting timescale and 2) scarcity of skills required.

In the FISH-Network framework, what characterizes the fourth quadrant?

Long-term activities to recruit people with scarce skills, requiring deep knowledge of the target group's environment, values, and goals to provide 'palatable bait'.