Соціальні мережі як інструмент формування іміджу роботодавця

Abstract

This paper explores the transformation of employer branding in the digital age, emphasizing the growing importance of corporate social responsibility and transparent communication in talent acquisition. As social media becomes a primary channel for employer image promotion, the study highlights the strategic role of platforms such as LinkedIn, Instagram, and TikTok in HR marketing. The research also analyzes key components of a strong employer brand and recommends using SWOT analysis to shape social media strategy. The findings underline the need for consistent messaging and cooperation between HR and marketing departments to build an effective employer brand.