A1 Journal article (refereed), original research (Journal article, original research)

Online brand, opportunities, realities and challenges for SMEs. Fresh recruits, a solution or new kind of orienteering challenge?

Open Access publication

Publication Details

Authors: Happonen Ari, Manninen Laura, Santti Ulla, Mariappan Muralindran

Publisher: Science Publishing Corporation

Publication year: 2021

Language: English

Related journal or series: International Journal of Engineering & Technology

Volume number: 10

Issue number: 2

Start page: 220

End page: 231

Number of pages: 12

eISSN: 2227-524X

JUFO level of this publication: 1

Digital Object Identifier (DOI): http://dx.doi.org/10.14419/ijet.v10i2.31813

Permanent website address: https://www.sciencepubco.com/index.php/ijet/article/view/31813

Social media address: https://www.researchgate.net/publication/356726408_Online_brand_opportunities_realities_and_challenges_for_SMEs_Fresh_recruits_a_solution_or_new_kind_of_orienteering_challenge

Open Access: Open Access publication


The research goal was to add to understanding how fresh employer’s private social media brand could be beneficial for company brand. As part of the process, it was found that the companies' own brand image was not inline with their set expectations for usage of employer social media brand and skills. For the given challenge, literary review on the means for improving the situation of financially limited SMEs was carried out. Overall research data is based on literature review and interview data with students and company executives. Based on interviews, companies are looking for applicants who have an "individual brand" with visible personality. In the interviews, companies perceived "brand" to be connected to distinguishable individuality and presence of a personality. The study objectivity is to stimulate discussion on SME brand structuring as well as impact of individual brands into the SME brand building efforts with practical action options. Individual brands should be taken into account in recruitment and special attention needs to be put to the following orientation process, social media usage and processes of brand construction, with the new recruits. Whether the company has guidelines for social media actions or not, the public presence of the employee connects their brand with the company online brand, both in good and bad. Clear strategies and objectives for (new) employees how to connect their individual brand to company brand building is needed to be given from companies to their employees. This will also require guidelines for behavior in social media for employees, when communicating trough social media profiles, which could be connected back to the employing organization. Lastly, we studied expectations and beliefs of young recruits and companies into the key factors at the recruitment process, revealing mis alignment between the students and companies’ views.

Last updated on 2021-20-12 at 08:55