In 2017 certainly we can say that a well known brand can make you sell services or [623479]

Introduction
In 2017 certainly we can say that a well known brand can make you sell services or
products in seconds.It is a time where platforms like Facebook or Instagram can make people
buy stuff that they even don’t need.The concept “trademark and brand” are known from quite
some time now, but only now the concept of “employer brand” started to be more and more
on people minds and should show the attraction between the organization and the
employees.The labor market is regulated by demand and labor supply and competition is
being raised to attract, hire and retain the best candidat: [anonimizat]. In the time were the employees can
be a strategic resource, companies and organizations should find the best way to use complex
and diversified ties to attract them.
The first chapter presents the most relevant definitions for this phenomenon from the
best knows authors , next you will find what is the role and the components of employer
branding in a company.Also on this chapter we will learn what EVP means and if there can
be a way to measure the “employer brad”. Employer branding means change!So in this thesis
I will also show the relationship between employer brand and management . If you want to
know how to building a strong employer brand on this chapter you will find the most
successful steps to fallow . I can say for sure that if you are thinking on brand you should be
thinking on a full cycle that involves the relationships between employer and employees.
The second chapter has information about the social media network.They refer to a
category of online applications that helps connecting friends, business partners, and interest
groupsSo on here you would find the definition for this concept and also the functionalities,
and even more the most relevant features.Here is the place to see the most significant sites
and blogs on social media that are trending right now.On the last part we will fallow the steps
that a relationship between social media and employer branding involves and the advantages
and the disadvantages that it might involves this.
The third chapter was the company selection . I can say that I have choose Groupama
for the case study because it is a company with many employees, with a fair market position,
that has a good reputation on the market and wins prizes at events and also I have found
information that this company is using LinkedIn for improving they’re employer brand so I
thought that this company it’s the best match for my thesis subject.This chapter have
information about the company history , about the marketing positioning , about the current
financial report.
Pg.1

The chapter four contain the purpose of the paper which is the actual case study in
here I have to determine whether or not Groupama know how to use social media to develop
the employer brand.How did I do that? Well first I started by analyzing the people opinions
about this company on the online platforms and second I looked on the Groupama online
platforms and I briefly analyzed they’re posts. In this chapter I will bring into your attention a
survey that was designed to analyze the employer's brand more from the outside of the
company than from the inside, I did not want to focus only on the employees, I wanted to get
the opinion of the general public and the information was collected by using social media.
The last chapter or the final chapter shows that Groupama should adopt a strategic
approach to employer branding rather than just focusing on recruitment and in my opinion
even more , they should be able to find the proper way to focus on both of them.Why ?It
makes no sense for them to hire the best people just to see them leave after a year because of
poor management.Organizations need to look at the entire employee lifecycle, from the start
of collaboration to retirement, when developing their employer-brand strategy. So in here you
will find the final conclusions for this thesis and the most relevant suggestions that I think
Groupama can apply when it comes to “employer brand communication in social media “.
Chapter 1. Employer branding
pg. 2

The concept of “ employer branding” isn’t quite new this was firstly use by Tim
Amber and Simon Barrow in the „Journal Of Brand Management” back in 1996.The
economy has changed a lot in the past years so now this concept it is used more and more by
companies and organizations.When we think on employer brading we should focous on HR
departament ! If you work in human resources and you think that any responsibility that
relates to the company's brand relates more to marketing and not to human resources, you
may lose an important chance of proving that this department is not just a resource
consumer , but also a strategic part that can affect the future of the company. Brett
Minchington said:“when you talked about employer brand the world didn’t know what it
was , but in present the organizations are investing heavily in this strategy.The employer
brand refers not only to recruitment , motivation and retention of the employees and also to
the customer satisfaction”1We can say the employer brand is the image that a company has in
front of candidates, customers, competitors, employees and represents the means by which a
company attracts, motivates and retains employees as long as possible.We can say that it’s
hard for the companies and organizations to have the employers that they want.The main
reason is the inconsistency between what is required on the labor market and what candidates
want and what they have been educated to do.For some jobs it is up to the candidate to
choose the company where they want to work and in most cases will choose the company
with same or similar interests.Although the term is more than complex here are the most
important definition for it:
Sullivan (2004) defines employer branding as "a targeted, long-term strategy
to manage the awareness and perceptions of employees, potential employees,
and related stakeholders with regards to a particular firm."
Brett Minchington (2005) defines employer branding as “the image of your
organization as a ‘great place to work’ in the mind of current employees and
key stakeholders in the external market” .
Sartain and Schumann (2006) defined employer brand as: "how a business
builds and packages its identity, from its origins and values, what it promises
to deliver to emotionally connect employees so that they in turn deliver what a
business promises to customers."2
1 Minchington, B. , Employer Brand Leadership – A Global Perspective, Collective Learning Australia, 2010
2 Sartain, L. ,Schumann, M., Brand From the Inside, 2006
pg. 3

Rosethorn, defined employer branding “ as a two-way deal between an
organization- people, the reason they choose to join and the reasons they are
permitted to stay”.3
Mosley, defined the employer branding as “a sum of the key qualities current
and prospective employees identify with organization as an employer, such as:
economic (compensation and benefits), functional (learning new skills) or
psychological (sense of identity and status)”.4
Employer branding is not just a tagline, is a philosophy !It’s not a single sentence, or a
series of vague qualities like success or innovation. It’s not something as simple as an image
or a color palette.It’s a framework built around the relationship between your organization
and its employees. It’s the promise you make to your workers.It speaks to your entire staff,
from the CEO to the newest hire, as well as to job-seekers who are approaching your
company for the first time.So employer branding it’s :
Employer branding it is specific to your company.It can’t be applied anywhere
else, since nowhere else has your company’s exact history, direction, values,
and goals.It reflects your unique culture and represents all your employees
have contributed over the years. It’s also specific to this moment in time.
Employer branding is carefully considered .It isn’t created by the organization
itself. A third party with experience in the field comes in with a plan and a
process.It polls a sample from the entire organization, from interns to veterans
to the C-suite, to thoughtfully examine the company’s culture, from vision to
value proposition. It uses surveys, group sessions, and one-on-one interviews
to determine why workers came to the company, what they like and dislike
about, and why they stay.The result is a brand architecture that emotional
connects with employees and tells recruiters what type of candidate to look
for. It details the most significant relationships between the corporate brand
and its various parts — people, products, and services.
Employer branding is difficult.The process takes unexpected detours that lead
to honest engagement and genuine discoveries.Brand research asks questions
about an organization’s culture and the employee experience.Sometimes the
responses reveal internal feuds, poor communication, or general
3 Rosethorn, H. ,The Employer Brand: Keeping Faith with the Deal, Farnham: Gower Publishing Limited
4 Kompella, K. ,The definitive book of branding ,Publish by Sage ,2014, pg 217-218
pg. 4

discontent.But one of the goals of employer branding is to simply get to the
truth: How do people really feel about your brand?
Employer branding is valuable. Employer branding is crucial to the bottom
line. Strong employer attracts the candidates that fit an organization’s
culture.This reduces the chance of a hiring mistake, which lowers time to hire.
It also focuses the search on a certain type of candidate which in turn lessens
the need for large-scale campaigns and lowers recruitment marketing costs.
1.1The role of the employer brand
The employer brading should usually answers a very simple question:„Why should I,
as a candidate, apply for a position in this organization or why should I choose this company
instead of another?”.So we are looking for recruitment and selection process, because
employees with talent are a real asset of the company so building an employer brand can help
the company to enter this perspective, attracting future successful employees.However,
analyzing the above question, one might at first say that developing an employer brand makes
sense only in the context of a lack of qualified workforce in a field, in the case of a "war for
talent".In fact, by showing the culture and values of an organization, brand building has an
important value in attracting candidates who share the same values and who will feel good in
that organization.A good example is the dress code.It is less likely that a candidate who does
not feel at ease in a costume applies for a position in an organization where classic business
clothing is mandatory. Although at first the employer brand was regarded only as a method of
attracting candidates, its scope extended to retention and motivation of employees.Creating a
sense of belonging to an organization with a positive image can hardly hang in an
employee's decision to stay in the company.
Now we have to deal with the most sensitive area, the expectations area.The image
created before hiring must be consistent with the reality within the company.Otherwise, there
is the risk of creating too high expectations for candidate's position, company and culture, so
once the psychological contract between him and the employer has been violated, it will lead
to demotivation and lower performance.By psychological contract we understand „the
common beliefs, shared values and informal obligations between the employee and the
employer”5.On the other hand, the employer brand, especially in companies with market
visibility, will also have image components that escape the control of a development process
5 Blanchard, M.C., Pelletier,G.L., Taylor, S.,Tremblay, A.M.,Work Extrinsic and Intrinsic Motivation Scale : Its
value for Organizational Psychology Research ,Canadian Journal of Behavioral Science, 2009, Ebsco
Publishing DataBase,pdf available on:
https://pdfs.semanticscholar.org/12a8/8ed4464c19a7f9d6ddcf661f64593d5cff43.pdf, accessed on the date
28.06.2017
pg. 5

and which in many situations have negative connotations.Depending on the strength of the
brand, may have more or less impact on the decision of the candidate to choose an offer or
the other.The employer brand must be the result of a conscious process of definition,
development and dissemination. Otherwise, there is the risk that the image builds on itself,
through the nature of social relationships, and is not always in favor of the
organization.That's why the organization needs to be careful about the details transmitted
through its activities and actions. Here you can go from the relationship with the candidates:
the interview, the way the feedback is provided and the way you treat the employees.
When you have a strong employer brand, your employees become the best recruits not
only because they share beautiful experiences about the organization but also because they
integrate in them the unique spirit of the company and the set of values.They themselves
become the best way to strengthen the brand and culture of the organization, because they
will attract people who resonate with vision, values and organizational culture.There are also
companies that promote their brand by bringing in front of competent and recognized people
on the market, attracting high-value candidates.This is especially true if those people get to
act as mentors for new employees.The employee brand is different from branding, which
involves a mental picture that the world attaches to a person's name.
1.2 Employer brand components and measurement
If we look on Appendix 1 we can see that between Employer Brand and Identity we
find a key element known as EVP (this is also the figure for employer brand process). EVP is
known as Employee Value Proposition, and his development is key in communicating up to
date, true and real messages around your employer brand and testing that message both
internally and externally.What many businesses don’t pay attention on is that having a strong
employer brand internally is just as important as your external brand in the market.
Reinforcing your internal message helps you to retain great people and external messaging
allows you to attract great peopleIf we are looking to create a framework then we should look
on brand awareness and employee performance, and also they can show indicators for
measurement of the effectiveness of employer branding.This framework provide a positive
casual relation between employer branding and employee satisfaction. Employee value
proposition it is presented as a set of attributes that candidates and employees perceive as
value gained through engagement within an organization6.What is important to know is that
6Tavassoli,N.T., Sorescu,A., Chandy,R.-Employee based brand equity, pdf available on:
http://faculty.london.edu/rchandy/brandequity.pdf , accessed on the date 01.08..2017
pg. 6

when a company creates an EVP, its entire activity supports that proposal. The EVP
comprises five attributes that are shown below :7
Rewards: includes compensation, health and retirement benefits, and vacation;
Work: includes job-interest alignment and work-life balance;
Organization:includes market position, product/service quality, and social
responsibility;
Opportunity:includes career opportunities, development opportunities, and
organization growth rate;
People: includes manager quality, coworker quality, senior leadership
reputation, and camaraderie;
When it comes to employer branding measurement there are many factors that a
company should take into consideration.Your employer brand is designed to attract the right
talent to your organization and then infused into your HR programs and culture to retain your
current employees.So, when determining how you will measure your employer brand, you
really need to think both as a brand marketer and as an HR communicator.The employer
branding measurement dashboard that I think companies should have in mind it is available
on Appendix 2.There are several metrics related to employment and recruiting. Typical
measures include:
Cost-per-hire
Time-to-hireCandidate quality (ratio of qualified applicants to total applicnts)
Cost-per-qualified-candidate (if using job posts or paid sourcing)
Retention rate
Employee engagement
Employee satisfaction
Quality-of-hire
The metrics are not the same for all companies so don’t even think about measuring
all of these all at once, each company should pick the most relevant metrics for the industry
they are working for. Here are some basic ways you can measure employer brand8:
7 CEB’s,What is the Employee Value Proposition? , avalaible on :
https://www.cebglobal.com/insights/employee-value-proposition.html , accessed on the date 17.07.2017
8 Laine, T., Fuzzy Math: What Employer Brand Metrics Should You Be Measuring?, article available on
http://recruitingdaily.com/youre-measuring-the-wrong-employer-brand-metrics/ , accessed on the date
29.06.2017
pg. 7

1.Quality of Hire. Let’s define this concept as the length of the average tenure new
hires stay with a company in good standing.If the employer brand that initially attracted them
as applicants doesn’t align with the daily realities of your culture or the work they’re
expected to do, or any of the myriad other factors influencing job satisfaction, then they
won’t stay with you for long.
2.External Versus Internal Candidate Experience.This will either significantly help or
hurt your employer brand, but either way, the impact of candidate experience is profound.
More than just candidate experience, though, it’s important to look at employee experience,
too.Not only must that experience be accurately represented, monitored and measured, from
the moment that employment begins. How does this experience impact how they express how
they feel about work.When external brand matches internal reality, when a new job delivers
as promised, it almost always results in higher levels of employee satisfaction, productivity,
job tenure and overall performance than those roles where the job being done doesn’t match
the opportunity they were offered.
3. The job offer acceptance rate.Measure how many candidates decline offers. For
external candidates, experience counts, too. Make sure you survey applicants on what
initially drew them to the company, what elements of your employer brand had the biggest
influence in getting them to apply, and how the hiring process impacted their perceptions of
your company or culture.Ask how their experience compared to other companies they could
be interviewing with, how satisfied they were with the application and feedback processes,
what they would change about their experience and how closely that experience matched
their expectations. These can all be measured without much additional work or expense.The
results, however, can make a huge difference in how hiring works, and how effective your
organization really is at attracting top talent.
1.3 Employer brand management
Employer brand management means establishing a company's position as an
employer and a vision of brand development, followed by coordination and integration of
activities that already exist.Not only that, employer branding means change!Change action is
needed because the employer's brand isn’t successful unless it is supported by visible actions.
The value proposition of brand makes to employees or candidates to consider the corporate
brand and brand architecture of the organization.9Also has internal effects, shared
understanding and organizational practices.Branding is a process of strengthening
organizational identity. Identity is "a set of beliefs shared by leadership and other
9 Carroll,C.E.,The Handbook of Communication and Corporate Reputation, Publish :Wiley-Blackwell,2013, pg
103
pg. 8

stakeholders about the central, lasting and distinctive features of the organization"10.The
corporate brand plays the role of an identifier, encouraging common perception and
coordinated employee behaviors that are needed to achieve the collective goal.Employee
identification with the organization takes place through the categorization processes and self-
consolidation. Identification is more likely when an organization has a certain prestige,
because associating with it increases self-esteem of employees.Corporate identity
management includes the visual identity, communication, vision, mission and values of the
organization.11
The employer's brand will not produce its effects if it is limited to promises and an
eye-catching visual identity.Employer brands work only when they are credible, aspirational
and sustainable.12The steps in creating an employer brand are of less interest in this work, so
we will not insist very much.These steps are similar to those that lead to the construction of a
branded product for consumers.The employer brand must be based on an in-depth research
into organizational culture, company history, corporate brands and products and services,
position itself by defining the essence, meaning the value proposition for employees, to
substantiate this proposal to be credible, amid the assertion of personality and values that
guide behavior.
The value proposition is an essential concept in branding and is equally important in
branding as an employer. In our case, is the answers of the question "why should I want to
work with you?".The answer must be truly convincing.The value proposition must first of all
be relevant to people, then it must be different from competition.As with other life situations,
the candidate's appeal to a particular organization is based on the perceived similarity
between the two. It is a game in which the two sides explore their compatibility.The perfect
match between the two has important long-term consequences.Of course, complementarity
among employees is very important, so in teams the skills of one stimulate the other .13Those
looking for a job pay attention to certain attributes of potential employers, indicating the
degree of matching between them, and are not as influential as companies' general
descriptions.The research information for this subject have reveal ten attributes on which the
job announcement attracts:
10 Bălan,D.A -Creating Value through Reputation-Key Differences Between Corporate Reputation, Image and
Identity, 2016, document availabe on:
http://cis01.central.ucv.ro/revistadestiintepolitice/files/numarul52_2016/8.pdf , accessed on the date 28.06.2017
11 Dibb,S., Simkin,L., Pride,W.M,Ferrell, O.C., Marketing: Concepts and strategies,Publisher: Houghton
Mifflin, 2005, pg 56
12Scullion, H.,Collings,D., Global Talent Management ,Publish by Routledge, 2011, pg 48
13 Edward P. Lazear & Kathryn L. Shaw, 2007. "Personnel Economics: The Economist's View of Human
Resources," Journal of Economic Perspectives, American Economic Association, pages 91-114
pg. 9

Encouraging work environment (employee care, proximity);
Company characteristics (size, growth rate, profitability);
Promotion opportunities;
Interesting work (which is a challenge, stimulates evolution);
Location of headquarters;
The social responsibility of the company;
Client orientation;
Climate (work atmosphere);
Private life balance / work;
Compensation / benefits;
Barrow and Mosley identified 12 main dimensions that make up the brand mix as we
can see in the figure 1.1.These dimensions can be used to assess the existing brand reality and
to plan the delivery of the value proposition for employees,because dimensions are in fact
contact points of the brand with target audiences14.
Figure: 1.1 Employer brand proposition
Source: http://fridayntinm.wikispaces.com/Employer+Branding
The dimensions on the left of the graphic representation are in line with the
organization's policies, the strategic choices, the top vision, while on the right are the
battlefields, we could say, the areas where the employer brand builds directly at the employee
level .We will present these dimensions as they were designed by Barrow and Mosley in
“The Employer Brand” book and also opinions from other authors too.
1.Policies!The organization's external reputation is a source of pride for people
working there.They praise their work, and they feel that are part of a select group.They know
14 Barrow,S.,Mosley ,R.,The Employer Brand-Bringing the Best of Brand Management to People at Work ,
Published by:John Wiley & Sons Ltd,2005, pg 9-12
pg. 10

the company's name in their CV will count if they want to leave at some point." The
reputation of the corporation and its brands, the admiration or respect that they generate, have
a direct effect on recruitment, relationships with partners, the financial world, and wider
communities in which the organization lives" 15.The company borrows from the attraction of
its brands, and trust in them is a major factor of internal cohesion..Not only are they proud of
the company they work in, but they are also very careful about her movements.Employees
follow the company's external promotion, are interested in its advertisements and articles
published in the press about it. Not to feel betrayed and to defend the organization if a
scandal threatens their reputation, employees must receive relevant insider information before
learning from other sources.At the same time, if the company promises consumers, through
their external communication, a certain quality of service, employees should be prepared to
face new promises beforehand.On this dimension of external reputation, the employer brand
ensures that the company views the employee's point of view when planning external
communication actions.
As far as internal communication is concerned, it becomes entirely at the service of
the employer brand, its role being coordination, employee recruitment and content
management.
The organization's leadership, especially the general manager, has a very important role in
transmitting the brand spirit to the employer through actions that prove to be supportive.The
leader is the one where people look to see if the new direction is really taken seriously, if
something starts to change or they are just empty words.Employer brand manager's mission
in this case is always to remind the management that what they say and make enormously
influence employees' perceptions of the organization.Corporate Social Responsibility (CSR)
actions and the company's action to materialize the belief in the declared values are things
that draw people to the organization.Their attractiveness makes them become an area that the
employer's employer manager includes in its plans. Internal measurement systems show what
is important to the company.As such, employer-branded actions should be measured, and
ratings made public to employees, proving in this way the company's real commitment to
fulfilling its promises. Supporting employees' work should also be a company policy, as it
also proves the organization's commitment to implementing employee-related beliefs and at
the same time ensuring that it respects the promise of delivering services to consumers.It is
one of the most difficult tasks for employer's brand management, because employee support
should come from many angles, with responsibility not shared very clearly between several
departments. Failure in this area raises the trust of employees.
15Olins,W., On Brand, Publish by Thames & Hudson ,2004 , pg 100
pg. 11

2.Practices!The first impression counts in any relationship!As a result, recruitment
communication and things that happen during accommodation (induction) should receive
special attention. Induction is an opportunity to clarify the organization's expectations from
the employee and what, instead, offers an impression as close as possible to reality on the
newcomer.
Team managers have a great deal of influence and greatly affect the emotional status
of their employees.It depends on them if they feel important and valued, if they feel they are
given power.Because managers play such an important role in the daily delivery of the
employer's promise and sustainability, it becomes necessary to invest in their training and
development. Performance appraisal must be related to the employer's brand, that is to say
whether it is based on compliance or non-compliance with values in the employee's daily
behavior.Which means that these values have previously been translated into accessible,
understandable recommended behaviors.When the company promotes certain values, it is
consistent to count whether they are assumed or not. Learning and development are part of
the benefits the brand offers to attract talent into the organization.It offers them because, after
the "quality of leadership", it matters most in generating the commitment.An interesting
aspect of development is that it does not stop once the employee has left the company,
although the latter does not want to know what's going on with the former member ever
since.And yet, former employees continue to talk about the company, sometimes they appeal
to those interested in joining the organization.Of course, compensation and benefits are
important in employee brand experience, it is a sign that their extra effort is appreciated and
stimulates their dedication.It is worth mentioning that monetary incentives do not necessarily
have an effect on performance, especially in solving complex intellectual tasks but here we
come out of the scope of the employer brand.
Finally, the work environment also has its importance in influencing how employees
perceive the employer brand.To support the brand's proposal, endowment and decoration
should be in line with the organization's values and personality.
1.4Building a strong employer brand
In many articles people from all over the world think that they know the key or the right
formula for a strong employer branding, the elements that build a strong employer can be so
many, from clients perception to corporate perception.Companies should look on the next
elements:
Organizational Culture;
pg. 12

Organizational Values;
Social Responsibility Projects;
Work (formal and informal);
Communication and events in the company;
Human resources systems: integration of new employees, career development,
reward and recognition of employees, compensation and benefit system,
performance management, employee attention, financial support systems,
internal development sessions, motivation and retention programs;
 Promoting what the company is (vision, values, working style, customer
programs, employee events, etc.) outside of the company.
It is clear that not all of the above depend on the Human Resources Department,
which is why it is universally accepted as an employer brand that it represents a common
commitment among several departments: marketing, human resources and company social
responsibility. All components of the employer brand must align with the company's goals,
with the development strategy, with the investment budget !Also not to set false expectations
for those who want to be part of the company.The employer brand must be the result of a
conscious process of definition, development and dissemination. Otherwise, there is a risk
that the image may be distorted by the nature of social relationships.That's why the company
needs to be very careful about the details transmitted through its activities and
actions.Employer branding is based on three components: stimulating authenticity
employees,how the job affects and determines lifestyle and goals to achieve which employees
are recruited .It is important that both skills and candidates' values match those of current
employees.Therefore, a good measure for attracting talent as employee involvement in the
recruitment process.The employer brand needs ambassadors from inside.The company must
allow employees to post work-related content in their personal environment and also provide
support and training.The company's site must be interactive, it may contain a blog and of
course, diverse content (video, photo, text).
To recruit through social media, the company has to identify the networks that make
up the talents of their own organization.By actively engaging in these areas, the company can
attract similar candidates to those they already have.The employer brand suffers from the
silence imposed by the rules of internal order and social media policies.The company must
emphasize what can be distributed, stimulate positive posting. Finally, employees are the
ambassadors of the brand, and anyway they will be expressed in private environments.
Provides a pleasant private experience for each applicant.Most candidates complain that they
pg. 13

have received no response from the company where they applied.For the success of the
company your employer brand should have the several characteristics:
Relevance – they have to attract, those to whom they are addressed will decide
whether it is what they are looking for or not;
Uniqueness – otherwise no longer a competitive advantage;
Visibility – to reach the target group and not only;
Resonance – Candidates and customers need to remember it.
As in the marketing approach of a product, the customer is at the center of the
employer brand. In this case, our client is seen first as candidate and then as employee.Now
let’s see what a company should do if they want to build a strong brand16:
1. Creating sites specifically dedicated to recruitment or sections of the official
website of the company from which the mission, values and organizational culture are
clear.The employer brand can not be separated from the organizational brand, but rather can
be seen as an extension of the company culture to integrate the recruitment process.
2. Be realistic.No matter how you want your brand to be, make a careful analysis of
what it really is, and make sure that the recruitment and information messages of the
candidates reflect reality. In other words, do not promote your company as a family-friendly
and friendly environment to attract candidates, as long as you can not prove it through
examples, programs, and internal policies.
3. Ask the candidates.A component of the recruitment process may be to probe
candidates to ask candidates what their impressions of the company are about and the method
and information provided by the recruitment process.You may be surprised by the
perceptions of the candidates.
4. Look for discrepancies.Starting from the results of the interviews or the survey of
candidates and the analysis of your own company, look for inconsistencies between what it
says and what actually happens.Does your company promise a team environment?(but does
the interviewing process only include discussions between the candidate and the recruiter)Do
you promote your company as an excellent career development environment and yet do not
offer mentoring, training or career planning programs?This can be a clear example of lack of
congruence that can seriously affect the company's image.
16 Gregory ,S.,-11 Simple Steps for a Successful Brand Building Process, publish on May 19, 2016 , avalaible
on: http://freshsparks.com/successful-brand-building-process/ , accessed on the date 15.07.2017
pg. 14

5. Focus on keeping current employees.Stability can be seen as a success factor and
the fact that employees refuse job offers from other companies is a very good feedback to the
company and the programs it offers over the long term.
6. Promote stories of the best employees.People work with people, if you have busy
stories, they have to get out of the company's walls.
7. The employer brand is also built from personal brands.The identity of each
employee and his promotion in online environments is very important.Blogging, the events
involved, published articles, etc. They only help the company's brand in which they work to
grow.
8. Co-ordinate your efforts across the online environment for maximum impact. It is
important the quality of the sent messages and their content, not the quantity.
9. Use pictures to develop your brand.The visual impact is often more prominent than
the auditory.
10. Improve your company profiles in social media.When you want visibility,
everyone is watching you and there is no room for mistakes or omissions.You must always be
present, always at the highest standard and always ready to answer the questions of those
interested in the company.
11. And last but not least, simplify and improve your career page – on the website, on
the mobile, in the social media.It is extremely important that all customers (interns, potential
or candidates) make it easier to access information and positions and reach out to them as
soon as possible.
This helps the company to meet its business goals, lower costs, increase customer
satisfaction, and gaining them by creating an employer brand is a profitable investment.
Also a strong employer brand reduces the company's recruitment costs because, due to their
loyalty, the organization does not have to replace existing employees with new ones, with
retention costs lower than recruitment and induction costs.Unemployed employees take an
average of eleven days of sick leave a year more than others so employee involvement also
brings this advantage to reducing the number of hours worked by the company.
A high level of involvement makes employees work better (increase performance)
and be more careful with the company's assets.We have already talked about the benefit of
having employees who "live the brand”,namely the impact of this on consumer brand
experience.As studies show, employee satisfaction is largely responsible for customer
satisfaction.Successive studies have also demonstrated that strong employee engagement
brings significant increases in profits. Other financial enhancements include the difference
pg. 15

between the value of shareholding in companies with employees involved and firms with
unrelated employees. In addition to these general benefits described above, there are benefits
of the employer brand specific to the development phase of companies.
Young companies that are "on the go", but do not have a well-known name, can use
employer branding to attract the right people to grow the business.A peculiarity of the
employer's brand of these companies is that it is formed rather organic and is often "a direct
extension of the founder's personality".Often these companies are characterized by an
organizational culture with specific signifiers – expressions that mean something only to the
members of the group and are not understood by anyone outside.They produce a sense of
common identity, belonging to a unique group.
For the already mature companies, with more than 150 employees, the employer
brand encapsulates the initial spirit that has led to the company's development and the
employees' feeling that they have built something important.In the case of companies that are
expanding in other countries, the employer brand helps to understand the essence of the
organization in the new headquarters, to promote the values that guide the behavior of
employees.
Another problematic situation, where the benefits of the employer brand are
understood, is mergers and acquisitions.In one way or another, there must be a common
platform for development, whatever the final formula one or more brands or their
subordination.The employer brand is also of great importance in the case of a "revitalization"
of the corporate brand ,in the case of brand repositioning product or service that needs to be
reflected in employee behavior in relation to customers (but again, there must be real changes
and employees' experience so that they can create the client's promised experience).The case
in which the company has been affected by business or reputation is also one in which the
employer brand plays a special role because it can realign employees' trust in the company
and engage them in reconstruction efforts following the shock suffered.There are also
benefits for HR, internal communication and marketing functions in creating an employer
brand.In the case of HR, employer branding plays the role of an explicit approach that
balances two contradictory responsibilities of the department:Employee representation and
implementation of the management plan, and two difficult to reconcile roles: the agent of
change and the stability guard. Internal communication is also gaining because it benefits
from coordination and accountability of line managers who, in the absence of an employer
brand, tend to lose sight of the general idea of communicating their employees' outlook, so
they overwhelm employees with not very useful information.The employer brand also helps
the marketing function by linking it more to management, giving it the power to influence
pg. 16

organizational change. Another effect is to increase the credibility of internal marketing
programs, a very important benefit. The value of the brand equity (brand equity) appears, as
in the case of the product brand, when the target audience "has a high level of notoriety and
familiarity with the brand, and when strong, favorable and unique.All these benefits support
the emergence of employer branding in companies, but the desire to build such a brand must
also be leadership,because it needs to provide resources for implementation and support real
change in the organization.
Chapter 2. Social media
Nowadays, one can no longer imagine how to catch up with friends and contacts
without social networking.Social networking helped us become closer to our friends, even
when they are a thousand miles away.Through the World Wide Web, we are able to connect
with people from around the world, making it easy to keep in touch with friends and family.
Social networking now is a billion dollar industry,but we can barely remember when it didn’t
exist.
2.1 Social media history
Let’s take a trip back in time and discover the history of social networking, and how it
grew, one step at a time.Social networking is a form of social media, used for either
interactive, educational, informational or entertaining purposes.Social media comes in many
forms, but all of them are related: blogs, forums, podcasts, photo sharing, social
bookmarking, widgets, video, just to name a few.Today, social networking websites allow
users to make profiles, upload photos and videos, and interact with friends and family. Social
networking is a tool to join groups, learn about latest news and events, play games, chat and
to share music and video.
pg. 17

Throughout history, people came up with various ways of communicating: through
post, pigeons, telegraph, light signals and telephone.Getting responses a few hundred years
ago meant waiting for months or a year.Thankfully humans never stopped looking for a faster
method to communication. The 20th century brought us the internet. Social networking was
born one day in 1971, when the first email was sent.The two computers were sitting right
next to each other. The message said “qwertyuiop’.17
In 1978, the BBS–or Bulletin Board System, was created.The BBS hosted on personal
computers, where users need to dial in via the modem of a host computer, and exchanging
data through phone lines to other users.The BBS was the first system that lets users interact
with one another through the internet. It was slow, but it was a good start, and only one user
could log in at a time.Later that year, the very first web browsers were distributed using
Usenet, the earliest online bulletin board of the time.Usenet was created by Jim Ellis & Tom
Truscott, where users posted news, articles and funny posts. Unlike the BBS and forums,
Usenet did not have a ‘central server’.This concept soon inspired the ‘Groups’ feature we
know today; such as Yahoo! Groups, Google Groups and Facebook Groups.The first ever
version of instant messaging was around 1988, called IRC or Internet Relay Chat. IRC was
Unix-based then, and thus exclusive only to a few people. IRC was used for communications,
as well as link and fire sharing. Soon the earliest copies of web browsers were distributed via
Usenet.18
In 1994, the first social networking site was created, Geocities.Geocities allowed the
users to create and customize their own web sites, grouping them into different ‘cities’ based
on the site’s content. The following year, TheGlobe.com launched to public, giving users the
ability to interact with people who have the same hobbies and interests, and to publish their
own content.A few years later, AOL Instant Messenger and SixDegrees.com launched in
1997. Instant messaging was born, giving users the freedom to chat with friends, and create a
profile. AOL was probably the true precursor to today’s social networking sites.The member
profiles allowed its users to write a biography and share details about themselves. The
profiles were searchable so people could look your profile up. It was the most innovative
feature at that time. Other sites followed suit, creating social networking sites such as
Classmates, Friendzy, Hi-5, just to name a few. Many were dating sites, while some were
more niche driven. For example, Classmates allowed users to reconnect with old classmates,
17 Editorial team,The History of Social Networking: How It All Began!,2016, article available at:
https://1stwebdesigner.com/history-of-social-networking/ , accessed on 29.07.2017
18 Lunkduke,B., History of computers,The bulletin board system, article available at:
https://www.networkworld.com/article/3220488/servers/history-of-computers-part-1-the-bulletin-board-
system.html, accessed on 29.07.2017
pg. 18

pals, bullies and crushes. It was a hit immediately, and today Classmates still has some
40,000,000 registered users.19
Other niche-driven sites are AsianAvenue–established in 1997. By 1999, BlackPlanet
was established and in 2000, MiGente.com for Hispanic servers. In the mid-1990s, the
internet was at its full force. Yahoo! was established and Amazon had begun selling books.
Every household was getting a PC.The World Wide Web showed no signs of slowing
down.The first modern social networking site that we define today is Friendster. It also uses
the degree of separation concept similar to SixDegrees, but dubbed it ‘Circle of Friends’.
Friendster was basically a dating site that wasn’t all about dating. In the first 3 months,
Friendster was able to amass 3,000,000 users. This means 1 in 126 web users were Friendster
members at the time.Soon MySpace followed suit, who cloned Friendster.It was launched
after only 10 days of coding. It soon became more popular than Friendster.MySpace gave
users more freedom than Friendster when it came to customization; with music, videos and a
hipper online environment. It garnered 90 million registered users–and even if it is no longer
the top networking site in the world, it is still a favorite in the USA. The glory days of
Friendster have passed, and its popularity is now surpassed by MySpace and Facebook.
Today most of Friendster’s traffic comes from Asia, especially Indonesia and the
Philippines.20
Another site with considerable success is LinkedIn. It was established in 2003, and
took a more professional and business approach to social networking. Other sites focused on
getting dates, having friends, and reuniting with old classmates, but LinkedIn focused on
building business contacts and professionals.Today LinkedIn has 30 million registered
members.Facebook came into the social networking scene a little bit later. It was launched in
2004, and the primary intent was to connect US college students. Facebook first began with
Mark Zuckerberg’s alma mater Harvard. At first it was exclusive, and you could only join in
if you had been invited y a member of Facebook. The ‘exclusive’ feature proved to be a
success, and in its first month, over half of the 19,500 Harvard students signed up. Two years
later, the campus-only networking site became open to the public. In 2008, Facebook
surpassed MySpace and Friendster as the leading social networking site. It now has over 150
million members around the globe.21
19 Digital Trends Staff, The history of social networking, post available on:
https://www.digitaltrends.com/features/the-history-of-social-networking/, accessed at 29.07.2017
20 A History You Will Love: How Online Social Networking Began, available at:
http://demo6.aiwalls.com/webdesign/web-designer/07/a-history-you-will-love-how-online-social-networking-
began.html, accessed on 29.07.2017
21Blog available at: https://lapanim.wordpress.com/2012/02/14/how-online-social-networking-began-on-
website/, accessed on 29.07.2017
pg. 19

There is this online phenomenon that is attracting millions of people.What is social
media anyway? Kaplan and Haenlein define social media as “a group of Internet based
applications that build on the ideological and technological foundations of Web 2.0, and
allow the creation and exchange of user generated content.”Web 2.0 it’s a web based
technology which helps to create highly interactive platforms through which individuals and
communities share, co-create, discuss and modify user. 22Social media are the websites which
are build upon the technological foundations of web 2.0 that help a user to create user
generated contents that can be shared.This technology allows a user to create and publish the
content on the social media networks.This information can be shared with other members of
the social media website, who are connected with the user23. Mangold & Faulds, defined
social media as the set of online word of mouth discutions, forums which includes blogs,
discussion boards or social networks that use all mobile and web-based technologies. Social
media brings the platforms who connect the individuals and lead to create communities and
it has offer the organizations a direct relationship with the consumers.Both of the
organizations and consumers can share content on the web, which can lead to further
conversations and discussion.Organization on one end are provided with an opportunity to
share their information with a large base of customers and on the other end consumers are
also free to publish any content whether positive or negative regarding the information.24
2.2 Social media functionalities
One question that researchers are intensively dealing with today is 'how do we analyse
social media?The social media of today are undoubtedly large, complex and dynamic. In the
social media arena, companies have begun to focus their energy on building a brand strategy
for customer acquisition and customer engagement.Brand reputation is an essential factor in
all stages of customer interaction.Building a brand is very similar to the purpose of bee honey
to build a honeycomb.Social media has an incredible power to shape the reputation of a
company.The way and the extent to which customers are exposed in social environments are
considered to be dependent on several factors: the presence of others, relationships with
others, group reputation, group association, conversation, and content sharing.The attributes
of transparency and trust are important in this "honeycomb" model of exchange of
information. Figure 2.1 it’s a model for social media functionalities and it is divided by 7
categories as :
22 T. O'Reilly, What is Web2.9, Publish by Media, Inc, 2009, pg 57-62
23 Kaplan,A.M. , Haenlein, M.,Users of the World, Unite! The Challenges and Opportunities of Social Media,
Publish by Business Horizons ,2010, pg 63.
24 Mangold, W. G., Faulds, D.J. ,Social media: The new hybrid element of the promotion mix, Publish by
Business Horizons, Vol. 52, 2009,pg 359
pg. 20

Figure 2.1 Social media functionality
Source: https://www.24point0.com/powerpoint-business-templates/honeycomb-structure-business-concepts/
The identity functional block represents the extent to which users reveal
their identities in a social media setting.This can include information such as
name, age, gender, profession, location, and also information that portrays users
in certain ways.
The conversations block of the framework represents the extent to which
users communicate with other users in a social media setting.Conversations
happen for all sorts of reasons: to meet like-minded people, to build self-esteem,
to promote their ideas.
Sharing represents the information that people exchange, distribute, and
receive and the content can be so diversified.
Presence represents the extent to which people can know if others are
accessible, virtually or physically, like when you “check in” at a location or are
“available” online.
The relationship block is about how users can be connected to each
other, such as a “friend,” “fan,” “connection,”etc.Some relationships are formal,
regulated and structured, which shows you how many degrees of separation
from a “target” member, and other type of relationships hardly matter.
Reputation represents the extent to which people can identify the
standing of others in the social media setting, and can have different meaning on
different social media platforms.
pg. 21

Groups: this is the extent to which users can form communities and sub-
communities.The more social and the network becomes, the larger the group of
friends, followers and contacts.
2.3 Social media features
Social Media is a term that refers to a mix of activities, defined by three coordinates:
technology,social interaction and creation through words, pictures, video, audio and it have
the following features:
1.Participation:encouraging your own content contribution or feedback on
generated content.
2.Community:formed rapidly on the basis of common interests and facilitates
communication .
3.Conversation: if the old media relied on information transmission in a one-
way (the information was sent to the public without expecting feedback from
it), in the case of social media the communication is bidirectional (in double
sense ).
4.Honesty:the published content must be sincere, just like the generated
reactions, without censorship or restriction of access.
5.Connectivity: it is allowed to circulate information by using links to other
sites, resources or people.
Social Media is a kind of virtual globalization that facilitates the interaction of people
of different nationalities, traditions and visions, uniting them through a common
passion.According to Business news Daily “online media can be a good source for
businesses. But just because your business should be on social media, that doesn't mean you
should be on every network.You should choose and manage the social platforms that work
best for your business.The world's most popular social sites have changed over the years, and
they'll continue to change as time moves forward.Even now we have moved on from the
days of MySpace or Hi5 to a time that social media have crowned Facebook .Lets see what
is trending in 2017 when it comes to social networking25:
Tumblr :555 Million visitor / month , founded in 2007 by David Karp. Tumblr is
a microblogging platform and a social networking platform.It allows users to
create a blog and publish whatever they want, such as stories, photos, GIFs, TV
shows, jokes, links, music, videos, fashion, and art.
25 Jamie,S.-Posted in Blog Traffic,60+ Social networking sites you need to know about in 2017, Available on :
https://makeawebsitehub.com/social-media-sites/ ,accessed on the date 01.06.2017
pg. 22

Reddit :234 Million users / month ,founded in2005 by Alexis Ohanian and Steve
Huffman . Reddit is a social news networking website lets a registered member
submit any link or text post by choosing a sub-reddit and all sub-reddit
subscribers will vote and comment. Reddit organize contents in different
categories called sub-reddits, and users must choose a sub-reddit in order to
submit a post.
Pinterest: 100 Million active users / month ,founded in 2010 by Paul Sciarra,
Evan Sharp and Ben Silbermann . We can say that Pinterest is more a catalog
than social media tool, users can share images, videos and links as a pin to a
pinboard and personalize their experience.
VK: 90 Million users/month , it was founded in 2006 by Pavel Durov,
Vyacheslav Mirilashvili, Lev Binzumovich Leviev and Nikolai Durov .
VKontakte is a popular Russian social networking website and service. It is
available in more than 80 languages around the world.
Google+ : 111 Million users/month . Google Plus is a social network of amazing
contents where home feed based on your interests. There you can find all
common features like other social networks, such as profile picture, covert photo,
about section, communities and business pages.
LinkedIn :106 Million users, founded by Reid Hoffman, Konstantin Guericke,
Jean-Luc Vaillant, Allen Blue, Eric Ly in 2002. LinkedIn is the world’s biggest
professional social network with a database of 433 million professionals.People
here can create our professional profile and connect with industries, companies,
peoples, and even find jobs and get updates from publishers and companies that
matter on your professional life. The LinkedIn profile is kind of resume and it
helps your professional career grow up.As a member on LinkedIn, you can build
a professional network, search jobs, create a company page, connect with
colleagues and classmates, get industry insights, and find professionals in your
industry.
Twitter: 313 Million users,founded by: Evan Williams, Noah Glass, Jack
Dorsey, Biz Stone in 2016.Twitter is a good way to discover what’s happening
around the world because people can follow brands, celebrities and famous
personalities.As a member, you can post text, photos, videos and links as a
Tweet, and your followers will respond to your post using the favorite, retweet
pg. 23

and reply actions. Users can use #hashtags to group posts together by topic and
use ‘@’ sign to mention someone.
Instagram : 600 Million users founded in 2010 by Kevin Systro.Instagram is a
video and photo sharing social network developed by Facebook. It allows you to
capture photos and videos and share them as a public or private post on
Instagram. Instagram is a place of beautiful photos and videos, where users
upload images and apply coloring filters from the app.There is no way to share
links or create groups on Instagram right now.
YouTube :1 Billion users by month , was founded: 2005 by Chad Hurley, Steve
Chen and Jawed Karim.YouTube is a video-sharing website, but the platform
contains user-generated contents where people can like, comment and share the
contents like a social network .Anyone can join YouTube using a Google account
and start posting videos on their channel, enjoy music and see videos of others
participants and artists.
Facebook with 1.83 Billion users and it was founded by Mark Zuckerberg in
2004.Facebook is everything a social network should be.It’s the place where
people connect each other by sending a friend request and follow famous
personalities through their page.As a member of you can see news feed, find
friends, create a profile, send messages to friends, like/comment/share on posts,
join groups, share status/photos/videos and even more including business
solutions. Facebook Messenger was developed in 2016 is the second most
popular messaging app after WhatsApp.
2.4 Employer branding in social media
There can be a relationship between social media and employer branding. Why do I
believe that? Firstly because your company or organization should know how to use social
media so that you can promote as a company or as an employer.Second some studies reveal
that “social media is replacing traditional media in consumer perspective,by bringing news
and all kind of information to the views about the brand, purchases and services offered” 26.
Third we live in a era where people trust more and more the information revealed in social
media, mainly they act on the opinion they are getting because they are also looking to share
opinions .Now it’s important that a company/organization seek to establish a strong
employer branding reputation !Why would they need to do that? For example let’s say that
26 Fichter, D., How social is your website? Top five tips for social media optimization,Publish by Onlinenmag,
2007, pg 57- 60.
pg. 24

someone is looking for a job and before applying in any company they search for maybe the
history of the company , maybe the financial part but also I think they would search for
opinions from ex-employees. What if they find any kind of negative information ?What
about the fact that maybe the company does not offer enough information about the job?
What’s the negative effect on the company?First impact would be the lose of potential
qualified and fit candidate for their vacancies jobs 27.Of course no company would be excited
about this kind of publicity but still it’s a time and a world where you have to be able to
handle this kind of situations and be able to answer this kind of questions.Now you have to
struggle to recruit and retain competent future employers.“When they are used effectively,
the internet is the best tool for improving reputation”.Why? Because media makes
corporations more creative and also makes them to be honest and transparent which leads to a
more effective communication with the public28.The organizations should have “ in mind “
what great opportunity brings this,they will have a competitive advantage and also they will
be able to improve the quality for products or services. It comes to a point to address the
future of employer branding strategies since social media will only continue to grow.I will
not bring in discussion right now the benefits or the harmful of t the use of Social Media,I
will only bring an answer for the question:“ how can organizations may find a way to use
social media when it comes involving the employer brand ?”.
Organizational culture-value proposition is to create an image and value.The
organization HR /PR/ marketing managers might use instant messages to
continuously keep current and future employees updated as regards to the value
proposition of the company. 29
To recruit, attract targeted population and create a unique and distinctive image as an
employer. It is possible via all the media channels.First blogging is the main form of
social media that managers should write and be active. Facebook,Twitter and
LinkedIn could be the way for recruiting.Posting original and creative videos on
YouTube could allow the creation of a unique and desirable organization and also
promote job openings for ideal candidatesVirtual games and worlds allow companies
27 Kaplan, A.M.,Haenelein, M., Users of the world unite! The challenges and opportunities of social media.
Publish by Business Horizons, 2010, pg 56-57
28 Jones,B., Temperley, J. ,Lima, Anderson., Corporate reputation in the era of Web 2.0: the case of Primark,
publish on the Journal of Marketing and Management, 2010, pdf available on :
https://mc.manuscriptcentral.com/rjmm, accessed at the date 1.08.2017
29 Student Axinia,E.,- The Future of Employer Branding through Social Media: A Delphi study among
Academics, 31 may 2011, pdf available at :http://essay.utwente.nl/61493/1/MSc_E_Axinia.pdf ,accessed on the
date 05.06.2017
pg. 25

to create their own island where they can promote themselves as a company but also
as a desirable and open-minded employer.
To respect the promises made before recruiting and build a workforce difficult to
imitate.Having an account on the main followed social platforms brings the
organizations a way to promote daily using tweets, instant messages or suggest
topics of discussion.
The most important aspect of social media is that companies have to promote only
what they already have.Social media might be a fast way of communicating and spreading
your values and intentions as an employer, but if the information is not true and turns out to
be fake advertising then the negative publicity will probably spread even faster30.When we
are thinking on employer branding trough social networking we should look on:
1.Personnel recruitment through social networking
The process of globalization allows recruiters to expand their sources of potential
candidates, simplify and improve the selection process for the candidates, and achieve high
efficiency in recruitment, both in terms of costs and time.Recruiting refers on establishing
connections – as numerous and as short as possible. And what better way to establish them is
to use the “new way of communication “ called "social media".Social media has been a real
heaven for the recruitment industry in recent years .
The efficiency of recruiting using social networks depend on the recruiter's ability to
make intelligent use of the unique resources available to each social media platform in part.
Surely the competition have the same resources so now it’s a competition on who can use
them the most .The current trends in recruiting using social networking sites :
LinkedIn allows employers to post vacant ads on the site and also enjoy the
benefits of a powerful prospecting platform – LinkedIn Recruiter with its
recent Talent Pipeline extension (a management solution for importers
Romania ). If the company don’t have the money to access such premium
features they can use the free-of-charge headhunting variations .For a
successful recruitment through LinkedIn, it is essential to establish solid links
with industry members and join the discussion groups to promote your
employer brand. Developing your contact network requires time and
dedication. It is a good idea to start by co-operating with people you already
know :friends, colleagues, candidates, clients, partners.Make sure to
30 Mirman,E.,30 Terrible Pieces of Social Media Advice You Should Ignore, publish February 15, 2013,
avalible on :https://blog.hubspot.com/blog/tabid/6307/bid/34180/30-Terrible-Pieces-of-Social-Media-Advice-
You-Should-Ignore.aspx#sm.00002c9mo4dz5dy0xnp126l8itl6n ,pdf accessed on the date 05.06.2017
pg. 26

periodically update your LinkedIn Company page by posting attractive and
innovative content, engaging in discussions, commenting on other people's
updates and offering likes, answering questions about your area of expertise to
be recognized as an authority in industry. On more suggestion would be to link
to LinkedIn Career site. Trafficking on your company page and on the Careers
site is a very effective way to optimize your recruiting process on
LinkedIn.Customize your LinkedIn profile with impact banners and media to
promote your company image.Give applicants the opportunity to apply for
available positions directly from your site by adding the "Apply with
LinkedIn" button to your posted ads.
Facebook,it’s the largest and most visited social network in the world.
Facebook is probably not the first choice for executive search, but it can
certainly be an important source of talent for the Y generation. Facebook is not
just the place where we exchange personal information with friends it is also a
valuable tool for building professional relationships. Facebook is a place
worth looking for when it comes to staff recruitment, not only because of the
significant talent potential but also because of the many recruitment
applications that have been developed for the Facebook platform.31
 In order to reach your target audience on Twitter and to achieve your
recruitment goals, it is essential to engage as much as possible by participating
in live conversations or by programming tweets to coincide with the moment
when followers are online Make sure you post attractive tweets with rich
media content and that your tweets can be quoted.When posting tweets about
job opportunities, use hashtags to categorize tweets and target a certain
audience. Take advantage of advertising opportunities and promote your
participation in industry events.The 140-character limit of a tweet is well
suited for synthesizing ideas and compiling a concise and targeted message. 32
The main difference between Google+ and other social networks is the ability
to group contacts into "circles" and separate content distribution.You can add
people to your circle without having to accept the.Circles give recruiters the
ability to send personalized messages to certain prospects with the private
posting option.Another special feature is Hangouts, a video chat service that
31 Dalto,D.-Social media a danger zone for HR professionals, published in december 2016, post available on:
http://dorothydalton.com/category/social-media/ ,accessed on the date 15.06.2017
32 Black,T.-How to Use Social Media as a Recruiting Tool, April 2010, available on :
https://www.inc.com/guides/2010/04/social-media-recruiting.html ,accessed at the date 15.06.2017
pg. 27

allows ten people to connect at the same time.A special opportunity for
recruiters to promote their job offer, but also the employer's brand, to answer
the questions of potential candidates or to organize group interviews.As for the
type of audience you can find Google+,you need to know that this is the
preferred location for technical users, so if you're looking for a top IT
specialist, Google+ is the direction you want.
2.Employer brand communication in social media
According to LinkedIn, last year, 59% of companies were considering higher
investments in their employer brand compared to the previous year.The reason is simple: the
crisis of competent human resources,with healthy values and constructive attitude manifests
itself on a global level, not only in Romania.In this context, it is not surprising that more and
more companies open their doors and invite us to discover in the media,social media or
through their own channels of communication the working conditions that they offer, hoping
to attract the interest of compatible candidates .
In Romania, there are several projects for identifying and communicating the
admirable employer brand, but they remain punctual initiatives.The interest and openness of
human resources departments to consistent employer branding campaigns exists, but in
practice they often stop at a basic level like participation in job fairs, sponsorships of study
laboratories and other similar initiatives.For example let’s think on in which we are exposed
to a message of promotion of the latest car brand versus the situation where a friend we trust
tells us excitedly about the exquisite experience the car drive gives.Which one has the
greatest impact on us?"The best question that a company should be able to answer is why and
how they should invest in the image of my employees"? Probably the best answers for this
are the fallowing:
Increasing loyalty:an employee you trust to give him wings will reward you
with loyalty.It's not easy to find that job where your qualities are recognized
and appreciated and you are given the chance to grow.Because yes, a personal
branding approach involves an accelerated development process!
Taking responsibility: it is a responsibility for the world to identify your name
with that of the company.Therefore, an employee will need serious arguments
to explain "outward" a possible departure. This will cause him to think twice
before deciding to respond to a new job offer.
Positive energy :when an employee becomes aware that his presence and how
he communicates have an impact on the organization and that he contributes to
his image, he will be more careful about the quality of the interactions he has.
pg. 28

In other words, if I have to smile, have a posture and a professional speech,
these things will become a habit.Everybody has a win!
Due to its credibility,a reputable professional will attract people to his team
more easily than a manager whose achievements, personality and style of
work are less well known.In the context of social media popularity, each
employee becomes a star on the networks where he is active.
3. Using social media in employer branding
We have seen that using social media as a recruitment tool is now a reality that the
most employers have to deal with . However while this websites have caused a revolution in
how employers communicate with and attract potential recruits.33Advantages for using social
media for employer branding:
Very fast and easy access ,the Internet provides information from all fields
(politics, administration, sports, agriculture, weather, legal information –
laws, judgments, etc.) presented in all kinds of forms: news, articles, images,
videos.
Communication with public institutions and private companies.Socialization
through: mail, social networking sites, messenger, skype etc.
Training. Access to online courses and other information / documents useful
in professional training and careers (valid for school, high school, faculty,
service and the rest of your life). Possibility to learn foreign languages free of
charge .
Electronic commerce. The ability to find and buy the products you need at the
lowest price on the market. Possibility to sell yourself different products, as a
legal entity, or even physical.
Advertising. Possibility to give, free of charge, advertisements related to
everything: buy-sells, dating, events, protests, etc.
 Possibility to make your opinion public by commenting on different news,
articles, forums, websites, etc., by managing your own website / blog, where
you can post .
Time savings. The Internet can save you a great deal of time. Instead of
wasting time (in different ways), to get something / solve something, the
Internet has a lot of problems to solve much faster.
33 Puig-Samper,M.-The pros and cons of social media in employer branding and recruitment, 2012 ,available
on : http://www.international-careers.com/en/pros-cons-social-media-employer-branding-recruitment/ ,accessed
on the date 16.06.2017
pg. 29

It is good to have separate pages for separate audiences.You don’t need to
have 10 facebook page. It refers that it is good the be active on 2-3 different
social networks.
You can show off why it’s awesome to work in the company.Let your
employee to be present online while working and suggest him to share news
from work and maybe stuff that make his work good or easy.
It is a great way for showing support for important causes and giving back to
others.
It helps building an relationship with the employee which can be a employee
retention. It may help you to be more friendly to your employees, even more
the young one and they can be the best way to make publicity also.A close
relationship may also bring loyalty towards you and your brand.
Other kind of publicity might be so expensive a TV commercial for 1 min can
cost between 250-3000 EUR , so it’s more cheap to promote yourself online.
It can appeal to a wide range of people because of the amount of users that a
social network have.
It can build lasting relationships.You want your employee to stay with you,
pay attention on the needs that they may have and make sure you keep all the
promise you have make.
Internet access is allowed to anyone, regardless of age, regardless of skill and
experience in the field of information technology.Thus, anyone can enter the Internet, but
anyone who can harm the Internet in different ways. The Internet is often "polluted" by the
following categories of people: incompetent children / young people publishing false
information or people of bad faith who are trying to manipulate by publishing false
information. So here are some d isadvantages for social networks:
Personal information is not safe when using the internet.This security of
personal data promoted by sites that provide, for example, a mailbox, is false.
That is, everything in the computer is exposed when it is connected to the
internet.
The offenses / illegalities / frauds / strings that may occur and which may
affect:online banking, economic patterns, e-commerce stamps,clubs in
different business deals, work, clubs in various online collaborations,
etc.There is no 100% security on the internet related to the bank account or
any other online accounts held!The lack of a real identity of collaborators /
partners on the internet increases the risk of being lied.
pg. 30

Harm to health.For movies, the distance to the monitor is higher, so it's less
damaging to the eyes. Browsing the Internet is most damaging to the eyes,
because it takes a short distance from the monitor.The eyes will become
accustomed to focusing at a small Responding to comments on posts could be
a full time job.Why? Because of the large number of users .If they are
interested in you,them you have to be quick and answers fast and try to take
care of all of them.You will need more than 1 person for this job .
With so many different social media channels, it can be hard to remember to
keep them all up to date.At first you will think you can handle all of them.But
that isn’t true.It is not like sign in on your Facebook account and looking for
some news.You will have to post daily on every platform that you choose to
use.Keeping content fresh and consistent.That’s the main concern.Why?
Because now with this new news every day people are forgetting what you
have post 2-3 days a go .Share messages that have a big impact on the
audience.
The danger of employer brand damage . It is so easy now to damage some
company brand.It reveals skeletons in the closet .Good news make you
relevant for let’s say 24-48 h but bad news will hunt you down and they will
be able to turn you down every time .
pg. 31

Chapter 3. Groupama Company
With more than 100 years of history, Groupama is now one of the leaders of the
insurance industry. They support the customers at every key moment in their lives, thanks to
highly specialize expertise and know-how.
3.1 History
Groupama, is a centenarian group born of agricultural mutualism agriculture, which
later became one of the main insurers in France. Building on the channel strategy and multi-
brand strategy (Groupama and Gan), the Embassy Group is becoming one of Europe's
leading insurance markets. As a result of local farmers' initiatives, Mutual Agricultural
Insurances began in the nineteenth century and developed due to the law promulgated on July
4, 1900. Non-agricultural and non-life insurances were introduced in 1963, and in the year
1972 life insurance.
AMA devided Groupama in 1986, creating a brand that employs over 6,000 local
centers, 11 regional metropolitan centers and around 75,000 elected representatives. In 1995
the group began to offer some services to non-agricultural policy holders.
In 1998, Groupama acquired Gan, the fourth French insurer. In 2001, Groupama Bank
was created in partnership with Société Générale. Also this year, he entered the Vietnam
market and set up a plan to reorganize a regional center to share the Group's bids. In 2002
Groupama acquired CGU Courtage in France and Plus Ultra in Spain. Then, in 2002-2003,
there is a development of banking services offered by the group. Also in 2003 Groupama
entered the Chinese market.
Between 2005-2008, the group faces majorities in countries such as the UK, Spain,
Turkey, Italy, Greece and Hungary. In December 2007, the group acquired BT Asigurari, and
in February 2008 it signed the OTP Garancia acquisition contract. In August of the same year
the Asiban takeover transaction is finalized. In June, June, the merger project was approved
by the Insurance Supervisory Commission, and after a month the Insurance Group became a
Romanian company registering the Trade Register Office.
In September 2009 Groupama Zastrahovane and Groupama Zivotazrahovane are
launched on the Bulgarian market. On September 28, 2009 the Groupama Asigurari brand is
launched on the Romanian market. Today, the group is present in locations around the world,
mainly in Europe (France, Spain , Portugal, Great Britain, Italy, Hungary, Greece, Romania,
Slovakia, Bulgaria), Africa (Tunisia) and Asia (Turkey, Vietnam, China). Groupama is a
pg. 32

group of various activities – insurances for various damages, personal insurance, savings
products that come to complement the offer bank – and has a good financial financing. The
group's strength is based on its principles of action inherited from mutualism Agricultural:
Solidarity, Responsibility and Proximity. Through its work and history, the group has always
been present in the areas of economic and social responsibility: risk prevention and
management are the very essence of the term insurance.Groupama has greatly strengthened
its presence in the international insurance market, with the Group's activities being carried
out in 14 countries. In France, at the national level, Groupama is organized on the structure of
two entities:
National Federation Groupama;
Groupama S.A.
The Group's leadership is based on an elective and responsibility-sharing system.
Associates – Insurers are associates of local centers.They choose representatives at local and
regional level. These representatives are involved in group planning at national level.
Regional and local centers – 15 regional centers and 5,400 local centers form the basis of the
territorial organization of the immigration system. The National Federation Groupama
Association that regroups the regional defines and controls the Group's high-level strategies.
It oversees the fulfillment of the principles of mutualist action.Operational group Groupama,
aims to be a different society than the others on the Stone Age. His vision is to become the
most professional and trustworthy insurer, a promoter of long-term partnerships that puts the
individual at the forefront of responsible, prosperous and safe communities.The mission of
this group is to provide people and companies with the necessary resources for more quiet
and responsible, mission that is possible through the following basic values:
Durability:planning long-term actions, transforming the knowledge and
aspirations of previous generations into the engine of society development;
Partnership: always collaborate with customers, employees and collaborators;
Respect and Integrity:not accepting any compromise when it comes to the
standards of the company and the open and honest communication;
Proximity: through the multitude of local centers, society is always in touch
when is needed;
Innovation :always the orientation towards progress;
pg. 33

3.2 Groupama product prezentation
Ensuring the home : a complete and flexible insurance that we can personalize as we
want. It's also called "home insurance that covers you when you're not home." Or "the
insurance that protects you with small, big ones. "Housing Insurance with Extra Coverage is
an insurance that can benefit individuals with their domicile or residence in Romania as
owners or tenants. This service offer protection for :goods, protection in event of problems,
legal protection and protection for persons.
Accident insurance .First will be the car insurance : mandatory RCA auto insurance.
Groupama grants damages for the damages to which insured persons are liable, in accordance
with the legislation in force in the State in which the accident occurred and with the highest
level of compensation between those provided for by the respective legislation and that in
Romania.For accidents occurring on the territory of other states in the European Economic
Area, the law of that State applies, as well as the related compensation limits. For all the RCA
policies concluded at Groupama Insurance, extended Green Card coverage is offered for all
countries specified on the Green Paper without the payment of an additional premium.
Groupama Asigurari meets the needs of its clients by differentiating the car insurance policy
differentiated according to the client's profile, the place of residence, its age (for individuals),
the cylindrical capacity of the car for which insurance ends..
Insurance of Casco. Why do you make Casco insurance?You have 5 commercial
choices from which you choose the right one.You have a free extension abroad if you also
have the RCA at Groupama Insurance.Optionally, you can get your baggage transported.
Ensure wheel rims and wheel covers as well as glazing elements. Risks produced only to
these areas .Segmented price based on multiple criteria to give you a fair price.Rapid
processing of the file and settlement of the repairs directly to the units.
Securing with Investment 5 PLUS Groupama .Insurance with Investment 5 PLUS
Groupama is an insurance product that combines the investment and the protection part as
follows:
Investment: due to the opportunity to use a low-risk investment instrument.
 Protection: Life assurance, which includes the risk of death from any cause or
death from the accident.
Regardless of your age, be it at the beginning of your career or have a prosperous
business, 5 PLUS Groupama is a right solution for your dreams: you may want a new car or
you want to go on a tour of Europe; Or you may want to repay your credit at the bank and
redecorate your home; To grow your business, or even to take it from the beginning into a
pg. 34

new field of activity. If you choose today 5 PLUS Group Insurance, your dreams can be
fulfilled ,this can be an optimal investment alternative in any situation if you have at least
3,000 RON you want to invest and you are between 16 and 70 years of age.
Life and person insurance .Health Insurance for Traveling Abroad (Europ Assistance
partner).Because illness and accidents are unprepared, it's good to put in your baggage and a
Health Insurance for traveling abroad. You are in the advantage because we offer many
services to deal with emergencies. Groupama shall bear the costs incurred by: a sudden
illness or injury when you need urgent medical attention , or a emergency transport to the
nearest hospital or doctor; or the transport of the non-living body at the Romanian domicile,
including the cost of the coffin, or the funeral expenses or incineration at the place of death.
Ensure protection in case of death :your family is the most important to you, and the safety,
tranquility and happiness of those you love is everything you may want.But we all know that
the unexpected is part of our lives, so it is important to make sure that in any case your family
is protected.Dealing with Groupama Insurance is the guarantee of maintaining your family's
financial balance, a balance that could be severely affected in the event of an unfortunate
event. Death protection insurance with descending insured amount because life is beautiful
but unpredictable. Have you ever figured out how your loved ones would do if all the debts or
the repaid credit were to fall on their shoulders if you could not possibly be next to them
hard?We have thought and given you the Deferred Protection Assurance with the down-
assured amount, a product specifically designed to protect your family.More specifically, in
the event of an unfortunate event occurring during the course of the insurance contract,
Groupama will pay to the beneficiaries designated by you in the insurance contract the sum
insured in force at the date of the insured event.
Mixed life assurance.Why does it fit me? You are lively and enjoy all that she has.
Along with the family, you make plans for your future and you live every moment at
maximum intensity.But an unexpected situation can shade your little paradise, and you and
your loved ones will need the safety and tranquility needed to accomplish these plans.For
you, we have created Mixed Life Insurance, a complex product that gives you a double
advantage: you can save the amount of money you need to fulfill your dreams, and at the
same time, you can give your family a decent financial future, regardless of the
circumstances. ? The possibility of planning a safe future even in unsafe times. The security
of financial support needed to achieve any objectives.
Safe-saving life for children.Every parent wants everything that is best for his child,
safety and support in important life projects, whatever they may be: studying, marrying, or
starting a business on his own.Securing life with saving for children from Groupama
pg. 35

Insurance is the first and most important step in fulfilling these dreams.Whatever the option
you choose, Standard or Premium, the product we offer allows you to save money to ensure
your child has the financial support needed for a start in life and provides him with
guaranteed financial protection if he can no longer enjoy your support.
Group Life Insurance :we all agree that people are the most important capital of a
company. The performance and prestige of your company is the fruit of a team of united and
motivated teams. Being loyal and motivated is undoubtedly one of your preoccupations,
playing an important role in the company's strategy.Groupama Insurance aims to provide
Group life as an additional benefit to wage entitlements, through which you will be able to
provide the necessary support and financial support to both your employees and their families
in the event of unfortunate moments of life.What benefits do you gain? Reduce costs by
managing a single insurance policy, with the option to include new people at any time during
the contract period. Employee loyalty. Protecting your business by motivating your
employees.
3.3 The Group place in Romania market
Romania was chosen as the target for international development of the French group
in 2005, in the midst of a careful analysis of the insurance market in this country.Groupama is
one of the leaders of the Romanian insurance market, recognized for its quality services and
flexible insurance solutions offered to 1.1 million individual clients and 67,000 companies.
Part of an international group of insurance and financial services with 32,600 employees and
members, serving 13 million customers globally,Groupama orientates its development
strategy around his most important partner, the client, for whom he develops simple products
and services flexible,adaptable to its needs, to ensure its continuity when unknown events
may happen. The Romanian insurance market continued its growth trend in 2016, registering
a volume of the first gross subsidies (PBS) of 10.05 billion lei, 10% more than in the previous
year, when there was an increase With 9% a PBS compared to 2014, according to data
published by the Financial Supervisory Authority (ASF). The insurance sector has exceeded
the last year's maximum of 8.94 billion lei in 2008, given that there were several companies:
ASTRA, CARPATICA, FORTE and LIG .
Table 3.1 Top 10 for the most important companies on the insurance market
Company Names Total for general and
life insurance (RON)Market
share
ALLIANZ TIRIAC 1.227.537.849 13,8%
pg. 36

OMNIASING VIG 1.083.220.548 11,54%
ASIROM VIENNA 1.072.282.256 11,42%
GROUPAMA 932.265.394 9,93%
EROINS ROMANIA 870.458.189 9,27%
CITY INSURANCE 789.618.049 8,41%
NN INSURANCE 661.714.718 7,05%
GENERALI ROMANIA 642.793.295 6,85%
UNIQA INSURANCE 476.447.512 5,08%
CARPATICA 451.766.097 4,81%
Other 1.179.234.817 12,56%
Source: http://www.1asig.ro/Piata-Asigurarilor-2.htm
Of the total, the PBS reported by the insurance companies registered in Romania
amounted to almost 9.4 billion lei, while the branches accumulated in 2016 subscribed
premiums worth 663.6 million lei, up 12% from the gross premiums written In 2015.The
value of gross premiums written by insurance companies and branches in Romania amounted
to 9.93 billion lei, up 12% from the previous year (ROL 8.86 billion), while gross premiums
written on the territory To other states was 0.1 billion lei compared to 2015, when they
reached a volume of 0.27 billion RON.The general insurance segment recorded a 11%
growth in 2016 compared to 2015, and the life insurance segment posted a 6.7% increase.
The highest increase compared to the previous year was recorded by health insurance by
about 70%.
Brand well positioned and recognized by Romanians for service quality, being
constantly among the top insurers with the lowest number of customer complaints – the most
reliable insurer in Top 5 Insurers at the end of 2016. Groupama have over 1,100,000
customers in Romania and it is a market leader in the agricultural crops segment and optional
household insurance, the second Casco and Property insurer on the local market.Also it haves
122 agencies and offices throughout the country. It is1st place on the insurance line for
housing and agricultural insurance, 2nd place on Casco and Property.
3.4 Financial data
Groupama Insurances ended the year 2016 with a profitable growth of 16%, 5 points
above the market level and at the same time succeed in generating profitable profit for the
third consecutive year. So, last year the company subscribed premiums in the amount of
932.3 million lei and registered an IFRS profit of approximately 30 million RON. At the
pg. 37

same time, Groupama's net recommendation rate reached 66 in 2016, compared to 55 in
2015, and customer satisfaction reached 92%, according to the IRSOP study Conducted in
September 2016."Preferred and profitable were the strategic objectives that led our business
in the last 4 years years and the results again confirm that we are going in the right direction.
We have a strong brand, solid values solidarity, proximity, accountability and performance –
an involved team and a development that works and we will continue. In 2017, we will take
advantage of the commercial dynamics today to strengthen our position among market
leaders and continue to be with our customers, ensuring the continuity of their personal and
professional plans when events occur "says François Coste, CEO Groupama Insurance.
The Non-Life Insurance Line had a contribution of 900.9 million RON last year, increasing
by 18.7% compared to the same period in 2015, while the net technical result after
commissioning was improved by 19.2%, largely due to the increase in CASCO segments and
RCA.
The CASCO line increased overall by 6.3% to 357.7 million RON last year supported
by a good evolution on all channels of distribution and very good channel leasing.The
Property segment, including Agro, enjoyed an increase of 1.5 percent to 193.7 million RON
in 2016, agricultural insurance increasing by 3.4%, and housing insurance by 6.3% .In the
case of Health and Accident Insurance, the subscribed premiums registered an increase of
52.3% last year, reaching up to 23 million RON as a result of improving its presence on
market and the gradual growth of the portfolio.The Other Non-Life Insurance line increased
by 8%, to 38.6 million RON, with a good performance on the CMR sub-segments,Civil
liability and very good on Insurances of Travel abroad.
In 2017, Groupama's Insurance efforts will move towards strengthening its position as
an insurer high quality service at a fair price and is today one of the major points of
differentiation in the insurance market in Romania.Also, commitment of employees and
employees as well as the evolution of brand indicators are among the priorities.These
priorities will have as resulted in a 10% increase in gross written premiums in 2017 and a
profit level comparable to the one registered in 2016, 30 million RON.
pg. 38

Chapter 4. Groupama Case Study
Any manager or team leader wants to have the best employees possible. He imagines
the guy who wakes up the building's portrait in the morning, because he is eager to work on
the project.And who is sent by force at home, because he always has something to improve,
obsessed with perfection.If that is possible, that person should be intelligent, dynamic, take
initiatives, improve all the time, he won’t ask often for salary increases and he will faithful
until the professional “death” of the company.The bad part is that many big businesses are so
weak on employer branding ,the fact that they will never have a rockstar employee,and if
they have it, he's there by chance. It is possible to leave at any time, because the ties that keep
it are not cultivated by anyone.Branding is worth the effort of your company.If you manage
to communicate effectively what your positive traits are and create an attractive, interesting
internal culture, the reward is immense.The recruitment effort is simpler and the ones you
would like in your team might be knocking alone at the door.Without leaning on LinkedIn,
with the eternal fitness vouchers and free parking. And the one who is already working on
pg. 39

you may find he already has much deeper connections with the company.This chapter contain
the purpose of the paper which is to determine whether or not Groupama is using employer
branding communication in social media .Let’s see next what the research approach method.
4.1 Research Approach
Employer branding involves choosing the right methods and channels in order to
attract qualified workforce and respond as clearly as possible to potential candidates: "Why
would I choose to apply for a position in this organization?"The employer brand is a tool
built using various marketing techniques.Among these, an important place today is the social
media, which can ensure the distribution of the desired message to the target audience.
Therefore, in the case of the employer's brand, the client has two hypostases: the candidate
and the employee, having the choice of the "product or service" represented by the job
offered. Developing the employer brand using social media means:
researching the target audience, community communities, identifying the
social platforms that have the highest attendance of qualified candidates to fill
a position;
developing strategies in the online environment or promoting offline activities
through social media: Facebook apps and contests that allow direct interaction
with potential candidates, create a blog on the domain where the company
works, create professional groups on LinkedIn, make videos with viral
potential, managing accounts in social networks so that they are a bridge
between the candidates and the employer;
organizing market studies.
Objectives of the study
The overall aim of the study was to collect and analysis some information ,
experiences and expectations of general public when it comes what it take to find a job in
these days.The research method is described on figure4.1.Within this broad theme, the
research had a number of specific objectives:
What are the roles of employer brand?
How can Groupama apply social media in communicating employer brand?
How can Groupama measure the effectiveness of using social media ?
What are benefits of using social media in employer brand communication?
pg. 40

Research
Approach
Using the
questionnaireResearch Method
Finding
online
information
about the
companyData Coletion
Primary Data
Secondary
DataData Analysis
Social media
activity
Questionnaire
resultsWhat are challenges that employers are facing in managing employer brand in
social media?
Figure 4.1 Research Method
According to the theory they’re many types and models for research, but if we take a
look on the discussions for which type is ” the best” for research we find that there are four
potential research strategies that can be considered a fit :
1. Inductive vs deductive research
The logical theoretical research also called the deduction action research can show the
consequences from a set of initial assumptions, if they are true and the rules are logically
sound, the consequences are true as well. This model can be appropriate for formal and
science research . Data modeling is first and foremost a social and organizational activity and
very little, if anything is known how data modeling is exercised in practice and what its
impacts are on organizations, their information systems management, and business
operations.
Participatory action research or deductive research refers to a research on social
systems in which the researcher actively engage in the process under investigation. The initial
case study is performed for identification of problems, followed by theory development and
implementation of a prototype information system then it's employed in another full-scale
project where the researcher participates and reflects upon the use of it. This approach to
validation of results is interesting, but somewhat questioned by more traditional scientists.
The problems of being perceived to have a personal stake in the researched project, and
reporting on one's own role within the project as particularly challenging problems of
participatory action research. 34In order to achieve a confirmation of hypothesis ,based on the
main objective for the research to this case study will be applied a deductive research
approach .
2.Quantitative vs qualitative research
34 Bergold ,J., Thomas ,S.- Participatory Research Methods: A Methodological Approach in Motion, 2012,
available on : http://www.qualitative-research.net/index.php/fqs/article/view/1801/3334, accessed on the date
12.06.2017
pg. 41

The two methods ( quantitative and qualitative) can sometimes be used together in a
single research which is known as the “mixing methods”. 35
Quantitative research measures and expresses data in terms of quantity. It is the
expression of a property or quantity in numerical terms. It helps to gain precise
measurements, to knowing trends or changes over time and to comparing trends or individual
units. This method is also associated with the philosophical approach. It is also identify as the
second phase approach of during a research" .36As quantifiable classification of data can be a
complex science, it uses tools like questionnaires, surveys, statistical models, and so on, they
are used to gather numerical data. Interpretation of those data gathered, are processed through
the various quantitative method techniques and formulas so that the result reflect accurately
the sought answers. Those data, depending on what type of information being gathered, are
classified as; ordinal or ranked data, nominal or descriptive data, continuous data, and
discrete data. The success of the quantitative study is based on the validity of the data and
statistical significance of the results that could be generalized. Therefore, appropriate data
had to be collected and processed. In the short time frame it is considered to be one of the
best tool‟s to gather large amounts of valid data.
Qualitative research involves quality or kind forms of data. It helps in having insight
into problems or cases. This method entails subjective ways of finding answers to
questions. It describes data rather that counting or measuring them. Those data involves here
are commonly in the form of words, pictures, objects, scenes, events, activities, trends,
etc. Some limitations of the qualitative approach to research is that it is purely a gathering of
story and personal impressions, and strongly subject to the researcher’s pre-
conception. 37Another weakness of the method is that the researcher could take the research
too personal that the latter may lacks reproducibility. This means that if a different
researcher undertakes the same research, different results would be shaped.
4.2 Case study
I have choose this company because I was doing some research for a insurance plan,
so I was looking online for the best insurance company . In the same time I was thinking on a
title for this paper . What draw my attention was the LinkedIn page for this company. I like
35 Charles C. Ragin’s The Comparative Method proposes a synthetic strategy , University of California Press ,E-
Book,2014 ,pg 112
36 Scridhar, M.S. , Introduction to Research Methodology: Problem Selection, Formulationand Research
Design, Revised Edition,2010. Pg 67
37 Lapan, S.D., Quartaroli,M.T., Riemer,F.J.,Qualitative Research: An Introduction to Methods and Designs ,
Publish by Jossey-Bass,2012,pg 34-38
pg. 42

the fact that they offer the opportunity for young people to be hired , because they had in the
past an internship program called “Academica” . Academica 3.0 offers you the opportunity
to get in touch with the insurance industry in a real work environment. Thus, during 6
months, for 4 hours a day, you will be able to apply and develop the knowledge and abilities
learned during the study years. Moreover, if during the 6 months you demonstrate how much
you are involved in and want to be part of the Groupama team, you have all the chances to
become our colleague for an indefinite period of time in the department where you went
through the internship. They offer:
Contract for a fixed period of 6 months
 Work schedule 4 hours a day
 Attractive salary
 Possibility of hiring in the company
Based on the nature of the research, data collection process can combine primary data
and secondary data. Simply put, primary data category contains data that gathered by author
of the research for the first time in order to approach some specific fields of the research .The
secondary data is data that is already available. This type of data is initially collected by other
researchers for the prior research and it can include all kinds of existing data, such as
scientific journal, books, or reports .Even though using secondary data is less complicated
and can simplify the analyzing procedure, it is crucial to mention that secondary data may
lead to an inaccurate finding due to irrelevant data used in the research
4.2.1 Primary data
SWOT analysis is a tool often used in the radiography of a company's present
situation, being used to understand the internal environment and the external environment in
which it operates. The SWOT analysis for Groupama will be presented below .
Strengths:
HR: High number of employees salary level ;
Social resources : Good cooperation ;
Natural Resources : The bakery was the headquarters of the Groupama Cluj;
Sources of information: Collaboration with Groupama France ;
Financial resources : The projects supported by the main company;
Adopt a strategy based on service quality – permanent analysis customer
selection ;
Ambitious and competent employers , specialized trainings ;
Positioning in the market: Groupama is known in 14 countries;
The quality of the persistence of the agents ;
pg. 43

Good selection of the human resource from the experience;
Various types of insurance;
Prices are related to the included and attractive features in the competition with
the competition – the uniqueness of the products;
Management team with the experience, efficient leadership, pay according to
performance, efficient communication.
Weaknesses:
Human Resources: too little human experience of insurance sale.
Social resources: differentials of communication between departments.
Natural resources: the land that the headquarters seafront at the city exit.
Material resources: computers are not performing well.
Contracts with clients can not be done on the spot, and it las a few days until they
get the approval .
Only some people are specializing for the job.
In Romania they are already better competitors.
The human resource is unavailable for training because they are mainly being held
during the week.
It is difficult to attract an important customer .
The manager sometimes does not deal with multi-party .
Opportunities:
Human resources: attracting people with experience in selling insurances.
Social resources: developing communication between departments.
Natural resources: the land allows expansion.
Material resources: change the computers.
Financial resources try to have more contracts with important companys or
organizations.
Customers diversification.
Attraction can be done by lowering the costs.
Strategic partnerships.
Maintaining a good relationships with important clients.
Performance equipment imported from mother company to shorten the duration of
contracts.
Treats:
Human resources: attracting people with the experience of competing firms
 Social resources: powering collective force .
pg. 44

Material resources:the impossibility of performing the activity without performing
computers .
Existence of competitive firms that offer same services at a lower cost .
Lack of customer satisfaction with current products.
4.2.2 Secondary data
Positioning :“Confidence is an essential value for Groupama because it is at the heart of
our profession as an insurer and supported every day by our 41,300 mutualist elected
representatives. It is this mindset that guides the group’s actions vis-à-vis its members,
customers, employees and partners so that it offers innovative services and support changes
in society”. Jean-Yves Dagès, Chairman of Groupama38
Insurances : the company is using different brands to work for the customers, as
well as our different ways of experiencing the same brand within the regions.
Using the opportunity to reiterate the usefulness of profession; stand with customers
at key moments in their life.
Creating: services viewed as the market standards, brands with more than 100 years of
history. The Group shares its pioneering spirit in insurance. Strive to move in step
with a changing society and to be a group rooted in modernity and progress.
Confience: is a key aspect of insurance, banking and finance. Without confidence, the
sector would collapse. Confidence is at the core of our organizational system: the
Groupama group.The approach is to the insurance business, so the Group can focus
on the actions on its employees and customers. Employees need to have confidence,
in the future and in the group. Similarly, customers can only be won over or cultivated
if they have the highest degree of confidence. The Group is therefore developing a
dynamic social model to serve its customers through companies that are a great place
to work and build a career.
Strategy :in a context of significant change, Groupama is facing external constraints that
it has to take on board and transform into opportunities as part of the strategic plan :39
a difficult economic environment, with interest rates at very low levels over the long
term and a systemic crisis affecting demand for insurance and putting pressure on the
economic model adopted by insurers, particularly in the life insurance segment;
38 Groupama positioning available on : http://www.groupama.com/en/our-model/insuring-tomorrow-with-
confidence/ ,accessed on the date 20.06.2017
39 Groupama strategy 2014-2018 ,available on : http://www.groupama.com/en/our-model/2014-2018-
strategy/highly-satisfied-customers/ ,accessed on the date 20.06.2017
pg. 45

very stiff competition;
numerous regulatory and fiscal changes;
significant technological advancements, with digital technology playing an
increasingly significant role and access to large quantities of information via massive
databases. Insurers need to be able to process this information – “big data” represents
a considerable opportunity, as long as companies know how to use it.
Committed employees : 33,500 (25,500 employees in France, 8,000 abroad) .A high level of
commitment, at 71%* (6 points above 2012), a sign of their involvement, dedication and
loyalty. Development and adaptation of employee skills are reinforced to promote
professionalism and mobility as well as personal fulfilment . Employees are included in the
improved economic performance, which incorporates the need to control payroll for
improved performance . In the current environment of profound change, it is essential that we
continue to think about the development of the businesses and the skills needed for this, and
to identify potential talent so that we can lay the groundwork and prepare the leaders of
tomorrow . It is vital to maintain and develop the quality of life at work, particularly through
high-quality social dialogue. Encourage employees to express themselves to generate new
ideas and innovative solutions. Support managers by providing them with information and
training tools .Maintain the quality of working life and reduce psychosocial risks .
For a number of years, beyond the quality social status (social protection, employee
savings, etc.), Groupama has made many commitments as a responsible employer in line with
the social issues of CSR, such as professional equality, non-discrimination and promotion of
diversity, employment of workers with disabilities and quality of life at work, while at the
same time increasing employees' commitment levels. This momentum continues at the Group
level and within the companies, strengthening the employability and adaptability of
employees.
Reverse mentoring – Digital Tuesdays: the Group’s companies organise opportunities for
employees to meet and exchange through “Digital Tuesdays”, implemented particularly
within Groupama Loire Bretagne and Groupama S.A.. Employees have been made aware of
numerous topics such as uses of Twitter and SEO. Groupama S.A. started the reverse
mentoring experiment in connection with this, offering young people the opportunity to
contribute their digital knowledge during these training sessions.40
40Extensive responsibility as an employer , information available at : http://www.groupama.com/en/our-
commitment/extensive-responsibility-as-an-employer/, accessed on 29.07.2017
pg. 46

Work/study training fairs: In 2016, five work/study training fairs were held in France to
facilitate recruitment for nearly 600 work/study training and internship contracts offered each
year within the Group. During the fairs in Paris, Rennes and Strasbourg, participants were
also able to receive support from coaches: advice on CVs and interviews, and social
networking coaching.The 8th edition of the Grand Prize for HR Creativity. The Group was
awarded the bronze prize for its 2016 jobmeetings in the “Events Communication”
category.This recruitment event for sales personnel enabled candidates and recruiters to meet
at Groupama agencies.
Group Opinion Survey : assesses changes in the level of employee engagement (71% in
2014, +6 points compared with 2012). 2016 is the 5th edition of the Group Opinion
Survey.Groupama is also a major employer in the territories, where multi-disciplinary,
decision-making teams work to serve performance for customer satisfaction.
Safe travels at Groupama Rhône-Alpes Auvergne! In 2015, Groupama Rhône-Alpes Auvergne
initiated a major project on professional road accident prevention. Through this approach,
with significant economic and human stakes, the regional mutual set a goal to reduce
employee exposure to road risks and to prevent accidents.A long-term professional road
accident prevention plan sets out three major goals:
have no accidents to report, with injury,
 reduce the rate of responsible claims to a maximum of 50%,
 help reduce the number of km travelled by 1 million (currently 11 million km/year).
As proof of the entire company’s involvement, the Management Committee signed a
charter on 25 April, proposed by the Steering Committee, through which each signatory
makes a pledge to incorporate the road accident prevention policy into the goals of his or her
department.At the same time, the company is rolling out alternatives to limit travel:
Sametime, installed on individual computers, enables videoconferences to be
organised for up to 10 people.
The various sites are equipped with videoconference rooms. For example, in seven
months, the implementation of two videoconference rooms, in Roanne and Puy-en-
Velay, has already produced concrete results: 13,000 km and 190 hours of working
time have been “saved” compared with holding physical meetings.
“Oc sans choc” and “Anti’choc” at Groupama d’Oc: the employees of Groupama d’Oc
travel nearly 20 million kilometres at the wheel of 750 company vehicles.In collaboration
with the Committee on Health, Safety and Working Conditions (CHSCT), Groupama d’Oc
decided to reduce road accident risks as much as possible by implementing a regional road
accident prevention plan. Each quarter, employees who use company vehicles receive “Oc
pg. 47

sans choc”, a newsletter providing tips for managing their vehicle and information about the
risks associated with driving.The intranet has also been enriched with an “Anti choc” section
with tips and quizzes on prevention.Lastly, training programmes (Préventis Pro and Conduite
Sécurité) are offered to employees who do considerable amounts of driving.
Eco-responsible with the paperless pay slip! The staff payroll and administration shared
services centre offers employees of GSA, Groupama Gan Vie, G2S, Gan Assurances, Gan
Patrimoine and Gan Prévoyance an electronic pay slip service, along with a personal
safe.Each employee of these companies has access to an electronic safe (free and secure) and
his or her pay slip is sent to this safe online.54.6% of eligible employees (3,904 people) have
already opted for the paperless pay slip.Employees can view, download, print and send their
documents in just a few clicks wherever and whenever they want.The advantages?No lost
documents,10GB storage capacity for personal documents (for life, including after leaving
the company),An eco-responsible system: The paperless pay slip reduces paper consumption.
It is a concrete action that fits into the Group’s sustainable development policy.
A guide for family caregivers. The Groupama Group provides its employees with an
information guide on family caregivers, showing its commitment and support for these
employees.The goal of the guide is to:
help caregiving employees become aware of their status,
inform them of their rights,
provide help and solutions to support them in their everyday life by letting them
know about available resources.
GNE offers its employees an e-learning module on safety. Employee safety is a priority for
Groupama Nord-Est and training employees is an integral part of its prevention policy.Since
May, an e-learning module on safety has been offered. It aims to inform employees of the
preventive measures to be respected in the company as well as what to do in case of an
accident. It gives each person better awareness of the professional risks present in the
workplace and allows them to limit the impacts on their work while sharing best practices
during a team meeting or at a dedicated time with their manager.
4.3 Data analysis
The process of evaluating data using analytical and logical reasoning to examine each
component of the data provided.This form of analysis is just one of the many steps that must
be completed when conducting a research experiment.Data from various sources is gathered,
reviewed, and then analyzed to form some sort of finding or conclusion.There are a variety of
pg. 48

specific data analysis method, some of which include data mining, text analytics, business
intelligence, and data visualizations.
4.3.1.Groupama social media
By now, we take it as a given that brands should have a lively presence on social
media. However, the importance of social media analysis is not that well-understood. It is a
phrase that comes up when you have to justify your social spend or when you are trying to
figure out what ROI you are getting out of it.Without social media analysis, you are merely
groping in the dark. Social media analysis is essential for every brand that maintains a social
media account and hopes to benefit from it. It helps you identify what social media metric is
working out in your favor, what you can do better and where you stand vis-a-vis the
competition. Any digital marketing guide will stress on how central testing out your social
media strategy is. Social media analysis is the first step towards identifying the best course on
social media for your brand.
Facebook:
I think they are pretty active on it .They constantly post photos about they’re offers
and also they have a lot of post with employees.If we are looking on the post from June we
can say that they’re football team is good and the employees are often planning activities
together.I have to say that I really enjoyed the post from 21 june the national day of selfies
and I also enjoy what they say about it of it “Have you ever seen someone sad in a selfie?
Neither US. And because today is the international day of selfies gather your loved ones and
celebrate with a smile and worry-free selfie. #selfieday”.Now if we had to measure some
factor I think for Facebook engagement rate it is the one and the company should try to find a
result for it every week. The formula :
Engagement Rate =People who like ,commented , share or click to your post
People who saw your post (or post reach)
Let’s take the selfie post for example the engagement rate for this would be : ( 15 likes + 2
shared) / 20 = 0,85
I also like the commercial and actually share for the day of 13 Tuesday ,which can be
a bad luck day , what they say about it “Tuesday 13 ?! No day and in no case the registration
number should be a concern when you choose to drive by car. Regardless of the
unpredictable event that is "hanging out" on a superstitious day, CASCO Gradual insurance
from Groupama accompanies you in as many freeways as possible.” briliant!
pg. 49

LinkedIn
The last post of 2 June they have already 6 likes.“Over the weekend, we participated
at the Corporate Tour, B2RUN Romania. We are glad to announce that our team was
composed of 20 colleagues passionate about sports and running. We congratulate everyone
for the race and the team spirit they have shown. Groupama encourages a healthy lifestyle by
promoting and supporting sports activities!Because they don’t loose any time when it comes
to promote themselves.Whether you like to always focus on a map you have at your
fingertips, or just choose to start your GPS, it's important when you go by car is to get to your
destination. For worry-free roads, learn more about Groupama's CASCO Gradual insurance.
Twitter
Now from my point of view twitter it’s the easy way to promote something and it’s
the best way to become more creative . Most of they’re post are link’s to the Facebook page
or the YouTube one.Now when we talk about YouTube we can say pure marketing right? It’s
the best place to promote everything you do.In Groupama case that is to promote your
insurance plans.The most view video would be the one named “Groupama Asigurari 2016
Continuitate” with 607.377views. So they should promote even more the commercials ,
maybe they will trend more if they are share or reshare on Facebook once a week.
In the figure 4.2 I you will see data about the frequency post on social networks, this
means information about emloyees , company and promoting company products and
services.
Figure 4.2 Social media activity
FacebookTwitter
Google +LinkedIn
YouTubeGroupama site020406080100
Employee's data
Company data
Promoting
4.3.2 Questionnaire structure
pg. 50

The purpose of the survey is to produce facts and statistics that is quantitative and
numerical for the chosen subject of the research.The main way to collect information through
surveys is to ask questions that a group would answer and then those responses would be
used as collected data from which the results would answer this study objective. Data was
collected through social media channels, such as Facebook and LinkedIn, the period of time
that it was avalaible to the audiance was between 1-31 June.
Employer Attractiveness can be defined as “the envisioned benefits that a potential
employee sees in working for a specific organization”.In an emerging “war for talent” many
employers have identified the need to develop and present an image which will serve to
attract both the number and quality of job applicants required to ensure the highest levels of
productivity from their organizational workforce.Employer branding, have to face an external
brand image aimed at attracting potential employees, and an internal brand image relevant to
employee satisfaction and loyalty, retention, productivity and support for the product brand.
Employer attractiveness,is the outcome of the external branding process and, as such,
represents a significant component of the value of the brand, its equity. The greater an
employer‟s attractiveness the stronger the organisation‟s employer brand equity .
In many countries it has become a popular practice, particularly for business
magazines, to produce regular rankings of employers in terms of their standing as an
“employer of choice”. High ratings in such instruments can be a great advantage for
organizations.Collins and Stevens examined the impact of publicity, sponsorship, word-of-
mouth endorsements and advertising on the employer brand as a stimulus to recruitment.
Their findings indicate that publicity is a significant factor, most likely because it comes from
a source outside the organization itself. Companies that are able to create publicity about
themselves may receive the greatest return for their investment in other early recruitment
activities. 41
For organizations in general, and particularly for those involved in the human
resource management, marketing and publicity functions, there is undoubtedly a need for a
greater understanding and awareness of the role of employer attractiveness in the recruitment
function. The aim of this study therefore is to explore this area further.
The key factors which influence the perception of preferred employers Studies by
Maxwell and Knox (2009) and Lievens (2007) indicated that current and potential employees
tend to perceive an organisation‟s brand in different ways. Similarly, Cable and Graham
(2000) demonstrated that the reputation perceptions of senior undergraduate student job
41 Collins, C.J. and Stevens, C.K., “The relationship between early recruitment- related activities and the
application decisions of new labour-market entrants: A brand equity approach to recruitment”, Journal of
Applied Psychology,2002, Vol. 87, No. 6, pp. 1121-1133.
pg. 51

seekers were based on different factors than those used by corporate executives. Once again
we see that this is an area which requires further understanding in relation to the employer
branding aspect of organizational recruitment. Accordingly we posit the following
hypothesis:there is a significant difference between graduating students and experienced
employees in the most- and least-preferred attributes which attract them to an employer .42
Berthon, Ewing and Hah (2005), using the EmpAt scale, extended this perspective to
five dimensions: social, development, application, interest and economic43.Sivertzen
increased five dimensions of the EmpAt scale by further three: corporate reputation, use of
social media and intentions to apply for the job. Research found that innovation, application
and psychological values have positive relation with corporate reputation and intentions to
apply for the job. While economic and social values did not hold a big significance to
it.Therefore, values which are not monetary are more important in employer reputation for
potential and existing employees.They prefer organizations to focus on personal growth,
innovation, good environment for training and development and ability to adapt knowledge
and skills. Results contradict the research done by Saini where one of the most important
attribute was fun working environment and agreed by Tews, Michel and Bartlett where they
stated that such environment in organizations has a positive impact in attracting perspective
employees to join them. Differences could be due to geographical and cultural differences as
Silvertzen did their research in Norway while Saini did theirs in India.Never the less, both
researchers suggest, that employees who use social media in their recruiting and corporate
reputation campaigns would be more specific on such values as innovation, opportunities for
career growth and development and not just on the monetary aspects of the job.44
In relation to the previously theory mentioned we have to keep in mind 3 aspects:
There is a significant difference between graduating students and experienced
employees in the degree to which employer attributes attract them to an
employer.
There is a significant difference between graduating students and experienced
employees in the most- and least-preferred attributes which attract them to an
employer.
42 Lievens, F., “Employer branding in the Belgian army: The importance of instrumental and symbolic beliefs
for potential applicants, actual applicants and military employees”, Human Resource Management,2007, Vol.46,
No.1, pp. 51-69.
43 Berthon, P., Ewing, M., Hah, L.L. , ‘Captivating Company: Dimension of Attractiveness in Employer
Branding’. International Journal of Advertising,2005, pg 151-172
44 Silvertzen, A., Nilsen, E. R. , Olafsen, A. H., ‘Employer Branding: Employer Attractiveness and the Use of
Social Media`. Journal of Product and Brand Management, 2013, pg 473-483.
pg. 52

There is a significant difference between graduating students and experienced
employees in the dimensions of attractiveness to a preferred employer.
Research Method Data for this study was collected through a questionnaire
completed by a sample of 235 respondents.Part A of the questionnaire contained items to
measure aspects of employer attractiveness,of which were drawn from the EmpAt scale
developed by Berthon, Ewing and Hah (2005).Part B of the questionnaire purpose is to
collect personal details of the respondents such as gender, current job status and educational
background in order to identify factors which may impact on their perception of
attractiveness.The responses to each question are designed to reflect EmpAt scale and items
of employer attractiveness,in all instances the data was analysed using arithmetic mean
weighted.
Questions 4,5, 6, 7, 8 are segmentation questions.Question five purpose is to find the
current status of the respondents, whether they have a job or not and how to find out how
many students answered. Students can be an opportunity for the company because they
usually do not have experience and are looking for a part-time job. Most have a job but want
to find something else. 51 have a job but do not want something new and only 10 students
have answered this questionnaire. (97 yes, 51 no, 47 yes, 33 no, 10 students this is the share
of the results.)In the figure 4.1 you will notice that most of the respondents were women,
most of them were aged 21-25.
Figure 4.1 Gender
MaleFemale
020406080100120140160
Questionnaire participants
In figure 4.2 we have the age chart that show us that most of the participants for this
survey were young people, if we look they are 26%between 21-25 and 25% between 26-30 ,
pg. 53

so we could say that we are dealing with people that are new entry on the work market, since
most of them are looking for a job only after getting a bachelor degree.
Figure 4.2 Percentage by age
21-2526-3031-3536-40Over 40010203040506070
21-25,6126-30,58
31-35,4536-40,44
Over 40,27
The education levels we will see in figure 4.3 that 47 have graduated something else
and 83 high school that means almost 50% ,to not have higher education,besides what was
mentioned in the questionnaire, unfortunately, only one person has finished his doctorate, 7
of them managed to finish a master degree,97 a bachelor degree.When we are asking about
employer attractiveness , we have to think about the type of audience we want to address.
Figure 4.3 Education chart
35%
41%
3%0%20%
High school
Bachelor's degree
Master Degree
Ph.D
Other
In the figure 4.4 you can see the results for the question 4 , which was design to in the
first phase to make a difference between the employed and the unemployed, a second
segment represents the desire to work or the desire to change the job, and the 3 is represented
by the students, who usually do not have a place but I'm looking for him.
pg. 54

Figure 4.4 Employee rate
The first question was design to find out if the audience perceives Groupama as a
brand and if the audience is aware of it. The answers will be shown in the table below.From
this chard I have noticed that 187 people have heard and know Groupama brand and 48
haven’t heard before these questionnaire about it. So this is an area that this company should
work, because even tough people don’t know about everything you have done they should
recognize the name, if we look on the insurance market in Romania these company it’s on top
3.
Figure 4.5 Groupama popularity
Yes
No050100150200
The second question and the third questions and the table were design to show the
level of Employer attractiveness based on critria like: innovation, developement, social,
economic, application, use of social media, corporate reputation and intentions to apply for a
job in Groupama. In the table 4. 6 we have the calculation of the weighted average score for
the social factors that may affect a person's decision in relation to a job.The weighted average
score is 3,43 that means it is above the limit, it appears that the social environment it’s very
important to the public.
pg. 55

Table 4.6 Weighted average score and mean associated to social environment
Not
important
1Less
important
2Neither
important
or
unimportant
3Important
4Very
important
5Weighted
average
score
1. Working
in an
exciting
environment31421137600.62
2. Happy
work
environment6715126811.17
3. Having a
good
relationship
with your
superiors121146591070.61
4. Having a
good
relationship
with your
colleagues45414494110.46
5.
Supportive
and
encouraging
colleagues3038668930.57
Mean0.686

1. Working in an exciting environment : if we look on this aspect it seems like 137
think that the work environment it is very important on a job (that means over 50% of
people). So in this case Groupama should promote the work place. How?Well by posting
they’re employees activity. Also they could encourage them to post while they are working
or maybe on brakes , and say to they’re personal social media friends how it’s working in
there.
2. Happy work environment:most of them (126) think that the working environment
should be great and pleasant.The same as previous Groupama can make something about it.
They are already posting them as a company but an employee help or maybe more than one
pg. 56

would be a great way to target more audience and even more they employees may post
recruitment information or at least that this company is looking to expand.
3. Having a good relationship with your superiors:in these case 107 people think that
the relationship with the superior it is very important. And of course it counts . Groupama
superiors that let’s say work with teams should promote the company and also themselves ,
because a good relationship with your superior can influence so much a person behavior. I
think that it offer better work conditions and better results. Also on the company site
employees could post opinions about they work relationship with they’re boss .
4. Having a good relationship with your colleagues: when you are working with
people a good relationship count a lot , although 44 think this aspect isn’t such a big deal , 94
people think this is important. A team building post on the company social networks could
show to the possible new employees how fun is the time with they’re new colleagues.
5. Supportive and encouraging colleagues. You spend together at work between 4-8
hours.So this count in the eye of a new candidate.The current team should be able to be
friendly and help when they are needed and also they should offer support in any
conditionHow this company can show this to the public.Now this could be a difficult task but
for example a selfie with your co-worker could say to any on you friends how hardworking is
your team and that can also show a good relationship.
In the case of Development we have in the table 4.7 the weighted average score and
mean is 2.17, but in here we are dealing with only 4 questions, and the mean is 0.542 which
can mean that the public is split into 2 categories.One half cares about the work environment
and the other half does not emphasis with the working conditions.
Table 4.7 Development weighted average score
Not
important
1Less
important
2Neither
important
or
unimportant
3Important
4Very
important
5Weighted
average
score
6.
Recognition/Appreciation
from management62442318880.45
7.Opportunities to learn
new things from my work27185575600.55
8. Opportunities for
personal growth and
development in my job15392373850.58
9. Feeling more self-
confident as a result of
working for a specific
organization151732103680.59
Mean0.542
pg. 57

6.Recognition/Appreciation from management. In this case 88 think that appreciation
from your superior is very important and 62 think isn’t that important. In any case this could
be influenced by the personality of the person and yet again this could be about self-esteem.
Some people might like the recognition for a good work assignment from the boss and also
this could be a good motivation for the rest of the employees to work hard.I think Groupama
could make a diploma for the employee of the week or maybe of the month, and in this case
if the employee is proud maybe he will want to show it to his or her friends too, the effect on
the exterior of the company would be that maybe some people would like a boss like that and
choose to come to an interview.
7.Opportunities to learn new things from my work. In this case if I make a top 3 that
will be : 75-important, 60-very important, 50-neither important or unimportant, but this could
affect your current employees and maybe your future ones. How?I could spend a day maybe
in other department , maybe I would like more do to other things. Maybe I will speak to my
friends about what I have learn and maybe I could speak to a possible new co-worker.
8. Opportunities for personal growth and development in my job .Let’s say I would
work for Groupama,I think I would get bored easily if I don’t get the opportunity to learn
something new. Now how could Groupama show that to the audience?They can post they’re
learning programs.They could send they’re employees to learn a new language for example.
Or maybe a management course and so on.
9. Feeling more self-confident as a result of working for a specific organization. By
working in the place where you feel well, and with the hard work recognition , and the well
known brand and values of the company could bring the employee safety and trust. 103
people think that this is an important aspect when they are looking for a job and Groupama
should find the best way to explore it.
When it comes to innovation of the company that may attract some potentil
employees we can see in table 4.8,the total weighted average score is 1.86 and the mean
0.465. As you can see the innovation segment isn’t quite relevant for the potential candidates.
Actually I think that the people who responded are much more interested in other aspects
related to the jobs that this company might put on the market.
10. Innovative employer –novel work practices/forward-thinking . On this case 72 of
respondents do not seem to have any clear evidence yet,53 think this is important and
important.In the current time things are changing fast and innovation it’s kind a must have,
you need to be able as a company to keep step with your competitors and you only need to
pg. 58

know to promote this especially because it is also looking for you on the labor market.Show
your audience what you have new and while you’re doing that keep looking for things to
change.
Table 4.8 Innovation weight average score
Not
important
1Less
important
2Neither
important
or
unimportant
3Important
4Very
important
5Weighted
average
score
10. Innovative
employer –novel
work
practices/forward-
thinking31177253620.53
11. The
organization
produces
innovative
products and
services51443179300.46
12. The
organization
produces high-
quality products
and services61501450170.32
13. The
organization
values and makes
use of your
creativity12848121460.55
Mean0.465
11. The organization produces innovative products and services.The survey show that
79 think this aspect is important when they are looking for a job and much more now
marketing and the internet can sell in a few moments everything, you need to combine the
best products and services and find people able to sell them as fast as possible to more
people.If you want success, it gives employees or potential employees the best tools and
methods to do the best.
12. The organization produces high-quality products and services.In this category, the
audience is divided into half as one could say, some of them consider that the services and
products offered by the company are not of extraordinary quality but this may mean that they
can not work with them or are not interested and the other party considers the services.And
pg. 59

the products offered are of very good quality and this reflects that they matter before applying
for a job they can offer to the public if they are later employed.
13. The organization values and makes use of your creativity.121 think that a
company values are significant and also that it is important the fact that they can use they’re
creativity into the company.In this case Groupama for example could make more than a
classical interview , they could first doing a presentation of the firm. They could maybe show
a work department .
The table 4.9 have the economic weight average score is 2.45 and the mean is 0.61.
This means that for the potential employees the salary, job security and opportunities of
promotion can be an attraction element and of course an opportunity for Groupama.From this
table we can notice that people want more than a basic salary, actually they need from the
company that they apply an attractive overall compensation package and job security is more
important than that promotions opportunities.
Table 4.9 Economic weighted average score
Not
important
1Less
important
2Neither
important or
unimportant
3Important
4Very
important
5Weighted
average
score
14.Good
promotion
opportunities
within the
organization9306198370.55
15. An above
average basic
salary8511115960.66
16. An
attractive
overall
compensation
package1321399990.64
17. Job
security
within the
organization11218177450.60
Mean0.61
14.Good promotion opportunities within the organization.In any organization that the
current people are looking for a job think that the promotion opportunities are
important.What Groupama can do about it? Post every 3 month information about the people
who got a new job into your company , employees could post information about they’re
pg. 60

promotion and so on . People need to know if they got the chance to do something more
within the company.
15. An above average basic salary.The number of answers when it comes to salary
reflects the significance of cash compensation for a salary, the table shows that only very few
do not take into account a motivating salary, but instead 115 think that a salary above average
is a very important aspect for them 96 think salary is the most important aspect when looking
or looking for a jobOf course, the salary is theoretically confidential and depends on the
position you occupy within any company.But now according to the type of job that the
company makes available thanks to the social networking specialists on recruitment it is
possible to specify an estimated amount so that the candidate will be interesting to apply for
the position.
16. An attractive overall compensation package.Besides the salary, it seems that
potential candidates are interested in the full service that the company can offer.What can be
done in this case?In the case of Groupama, being an insurance company, it can primarily
provide benefits to the larger employee or provide the same service at a lower price, giving
you a discount.In addition to basic salary or normal salary, the company can also offer
various bonuses on different occasions. Maybe, for example, offer bonuses on legal holidays
and more.
17. Job security within the organization. 81 of them did not consider this aspect
neither insignificant , 77 believe that job security is important and very importantToday, I
think anyone at least before appearing in an interview looks for information about the
company they applied to. And even more, I think at least the economics study scholars look
more attentive to certain results. Groupama must be able to guarantee safe work placement, at
least 1 year in my opinion.
In the table 4.10 we have elements that refers on social media analysis of Groupama,
also we have 2 questions that are design to find out the level of reputation and the last
questions are related to intentions the apply in this company.The table total weight is 3.94
and the mean 0.492If we look on each question we have:
Table 4.10 The weighted average score for social media and intentions
Strongly
disagreeDisagreeNeither
agree nor
disagreeAgreeStrongly
agreeWeighted
average
score
1.I have seen
advertising for jobs at
Groupama in social
media16323795550.56
pg. 61

2. I have heard a lot of
good things about
Groupama16304389680.60
3.Groupama’s profile
in social media caught
my attention17418557350.50
4.Groupama is a
company with a good
reputation38225271410.48
5.Groupama’s profile
in social media gave
me detailed
information about
their job opportunities43256386180.47
6.I would accept a job
offer from Groupama58394755260.41
7.I would make
Groupama one of my
first choices as an
employer48495350350.45
8.I would exert a great
deal of effort to work
for Groupama37604354410.47
Mean0.492
1.I have seen advertising for jobs at Groupama in social media.This segment was
design to see if Groupama is using social media to promote they’re job offers properly. 95
people agree that they have seen on the Internet the available jobs offered by Groupama, so
theoretically there should be no shortage of candidates.At the same time 16 are totally
disagreeing with this statement and 32 consider that they did not find this information. What
should Groupama do? They should make sure that they post constantly about the places they
offer and that this information reaches the target audience.
2. I have heard a lot of good things about Groupama. The purpose of the questions
was to reflect how the company is perceived per total if the world associates Groupama with
a good place, a good company. 86 people said they only heard good things. The problem is
that again 63 I can not say that he heard only good things or bad things. What can Groupama
do? In this case, a small study has to be done with the news that circulates on the internet
pg. 62

about the company. A small tip, you should check the reviews and comments of the
company. It's very hard to change a man's mind, but in turn you can attract new people to
urge the undecided to get a good opinion about you.
3.Groupama’s profile in social media caught my attention.Thin question was design to
reflect it Groupama is capable of attracting the attention of the target audience.It's not just
important to post. It is important to know how to structure very well what you have to say so
that the public understands even more than knowing how to make him read and watch that
you have to say. 85 do not agree or disagree with this question and only 35 total agreement
and 57 agree that Groupama can capture their attention in the online environment.
4.Groupama is a company with a good reputation. his question was designed to reflect
the Groupama brand, the company generally has a good reputation in the eyes of the public.
No one wants to engage in a company that is not seen well.Only 71 people think the company
has a good reputation and 41 are totally in agreement with this. The problem is the other
people who either do not think the company has a good reputation, or I do not agree with this
or even worse, although here can be an opportunity for the company, they have not yet
formed a view. Today, reputation can be all or nothing, especially when a good campaign can
be harder to present but the bad news circulates in a second and can permanently affect you.
5. Groupama’s profile in social media gave me detailed information about their job
opportunities. In the case of this question in the segment, the results are very similar to the
previous question.Only 89 agree that Groupama provides the necessary information when it
comes to a vacancy. What to do? Instead of posting information or incomplete information,
we better ensure, and for example we post on LinkedIn the complete information we want to
make available to the public and then use our other social networks to spread the news.
6.I would accept a job offer from Groupama.The question was designed to highlight
potential new employees for Groupama and also to highlight who would work for this
company. The following questions are intended to frame the audience's perception of
Groupama as an employer.Only 55 would accept such an offer and 58 are totally disagreeable
with this. Here is the place to walk a bit on the employer strategy brand. Groupama has many
possibilities, but it does not use them at full odds.
7.I would make Groupama one of my first choices as an employer.58 people would
not choose to work for Groupama at all, or at least this company is not even their first stop.
Unfortunately, only 55 would agree to go to Groupama for the first time or will choose a job
in this company as first choice.This question reflects somewhat the market share, perhaps
pg. 63

they would prefer to work for the competition, or the current workplace is much better than
the Groupama opportunities.
8.I would exert a great deal of effort to work for Groupama.Although initially this
question seemed a little exaggerated, her role is to highlight the devotion to this company.
What Groupama should do? For example, those who pursue Groupama might be able to
make a sort of subscription and their company site , and the company would constantly mail
their about job vacancies.
Chapter 5. Final Conclusions
Conclusions
The employee brand is different from branding, which involves a mental image that
people attach to a person's name. Building an employer brand can only bring benefits to the
company, provided it is properly designed and promoted. It is already very popular that
people represent the most valuable resource of an organization. At the same time, the
importance that companies attach to their brand has grown more and more in recent years.
Simply put, if you want your business to be a target for the most valuable potential
employees, you need to take care of what the employer image you are passing on to the
market. However, building a good brand of employer is often more difficult than other brand
types. Why do I say that? Because many factors need to be well established and kept under
control since the launch of the company. And it is all the more difficult to maintain a good
image of an employer as long as work is one of the main reasons for dissatisfaction that a
person tends to have throughout his life.
Also in the specificity of the employer brand it is the fact that the target audience is
the one who defines and transmits the image of the company. Thus, the company has to focus
on adding value and quality to all internal processes that involve its employees, who will pass
on the status it offers. When you have a strong employer brand, your employees become the
best recruits not only because they share beautiful experiences about the organization but also
pg. 64

because they integrate in them the unique spirit of the company and the set of values. They
themselves become strengths that strengthen the brand and culture of the organization,
because they will attract people who resonate with vision, values and organizational culture.
There are also companies that promote their brand by bringing forward competent and
recognized people on the market, attracting top-level candidates. This is especially true if
these people get to act as mentors for new employees.
On the Romanian market there are also willing companies to discover and attract
young people with potential and abilities to promote organizational values, especially among
students. These firms have developed employer branding strategies with visible results over
time. Companies that have vibrated to this challenge have understood that financial goals can
not be reached only through the economic function, but also through the social function of the
firm.
Positioning a brand on the market creates the image it has in the eyes of others. A
good PR and a flawless ethics are key elements for the success of any initiative. But, "PR
starts at home," says a communications expert. More and more managers draw their own
conclusions: happy and motivated employees means a prosperous business and a positive
reputation.The most inventive companies offer unique benefits to employees and thus provide
a new insight into the way in which business is done. Examples worth taking into
consideration are corporations like Google who offer an unlimited number of days off and let
employees bring their pet to the office.
For a growing organization, to please everyone around you – clients and employees –
can become a difficult task to accomplish. Resources are not unlimited, and productivity
depends on countless variables.These issues do not exclude small but effective things. A
greeting card with the "Have a nice day!" written on the office the right morning can bring a
sincere smile and a day of work started with love and lust.With little imagination, the
employer brand can be one of the most valuable qualities of a business that attracts valuable
people, facilitates staff retention, and opens up horizons.
Suggestions
I think every company would find something to change when it comes to employer
branding and even more when are talking about employer branding and social media
together. Considering that we are talking about a franchise, Groupama should be more
attentive to the Romanian market, because some things will not coincide with those in
France. First of all let's talk about what it could do when it comes to the online environment.
One step towards improvement would be to keep all company pages up to date. It's not easy,
pg. 65

but with the right people is not impossible. From my point of view, you are present on many
social networks if you are not active. So what is to be done? They should focus their attention
first and foremost on LinkedIn, I would suggest to them what to do with this page to make
first of all on Facebook, because as we have discovered so far, this is what is followed and
accessed social page, and then it might turn your attention to Instagram.
Secondly, I would suggest that they promote the people who are already working for
them. Employees can attract new candidates. How could he do this? I just do not think it's a
secret anymore. For this reason, Groupama should target employee passionate about the
social networks, preferably with a large number of friends whom the message will be spoiled.
The employee thus turns into a communication channel, and his friends in the audience for
the message they send. And also they should help they’re employees by providing interactive
tutorials about using social networks ,launching internal campaigns and prize competitions to
motivate employees in the promotion. Encourage them to start distributing company posts on
their Facebook and Twitter accounts and then expressing their suggestions about promoting
social media. Groupama should not forget to constantly reward employees' enthusiasm and
constantly emphasize the benefits of these promotional activities to the company – and
automatically to employees.
Third , Groupama could also conduct an employee satisfaction survey, they can look
at aspects such as: the global employee satisfaction index, the employees' perception of the
organization, the work climate, the compensation and benefits policy; the strengths and
critical points of the company through the eyes of employees; potential fluctuation of
personnel in the next period; identifying change needs in company policies. And improve
what they are offering now to the current employees, and this might bring or be a positive
aspect for potential candidates.
They need to ask more audience! I would recommend them specifically to make a
recruitment questionnaire that can be post on LinkedIn , and it should show when it comes to
jobs what are people really looking for! Ask candidates what their impressions of the
company are about and the method and information provided by the recruitment process. You
may be surprised by the perceptions of the candidates. And also it could be applied to the
employees.
The results of the interviews or the survey of candidates and the analysis of your own
company page, look for inconsistencies between what it says and what is actually happening.
Does your company promise a team environment, but does the interviewing process only
include discussions between the candidate and the recruiter? Do you promote your company
as an excellent career development environment and yet do not offer mentoring, training or
pg. 66

career planning programs? This can be a clear example of lack of congruence that can
seriously affect the company's image.
Construct your employer brand around the people that already work for you exploit
existing platforms such as Glassdoor and LinkedIn and utilise employee testimonials
throughout your brands web content strategy.
Utilise Employees,the best way to create positive brand perception around your
business is through word of mouth. Seize the opportunity and utilise your existing
workforce.By creating an impressive company culture and enviable workplace environment,
employees are more motivated and engaged and therefore feel more satisfied within their
roles. This, in turn helps to build a more positive perception of the brand externally, as they
will reflect positively upon their work.
Allowing employees to build their own personal brand through their social media
presence is an operative and cost effective way to promote your company to external
interested parties. Their own accomplishments will encourage and attract high quality talent
to your company, creating to high growth success.
Allow them to build their own personal brand with a positive social media presence in
order to promote the business externally to interested parties. Their success will also
encourage and attract talent to your company.Desirable rewards always attract the interest of
peripherals, so promoting your rewards and recognition programme externally is always
helping when building your employer brand!
Communicating with your employees and creating a transparency throughout the
business is highly beneficial in building a strong employer brand. Involving them throughout
all aspects of the business and valuing their opinions and ideas will significantly impact their
self-esteem and self-belief, in turn increasing productivity and efficiency.Employee
engagement will considerably increase, and in accordance to the Recruitment Process
Outsourcing Association, “engaged employees promote a positive brand to next-gen talent.”
A strong brand image and regularly updating external parties with business
information keeps your company at the forefront of their minds. Embrace technological
innovation and escalating your digital footprint by getting social, using blogging platforms
and scheduling regular aggregated content.Always include imagery throughout your brand
strategy; they’re much easier to relate to and today’s digital era like shortcuts – images send a
bigger message and have a stronger impact on today’s working society.
It’s imperative that you nurture your company culture. A strong company culture will
act as the foundation of any employer brand. By utilising the experiences of current
pg. 67

employees, you can create unique ways in which to send your brand message, ultimately
attracting those who share the same values.As the industry ruthlessly expands, competition in
the recruitment industry will only heap on, meaning that the creation of a strong employer
brand is even more crucial than ever before.
Bibliography
Books and articles:
Barrow,S.,Mosley ,R.,The Employer Brand-Bringing the Best of Brand Management
to People at Work , Published by:John Wiley & Sons Ltd,2005, pg 9-12
 Berthon, P., Ewing, M., Hah, L.L. , ‘Captivating Company: Dimension of
Attractiveness in Employer Branding’. International Journal of Advertising,2005, pg
151-172
Carroll,C.E.,The Handbook of Communication and Corporate Reputation, Publish
:Wiley-Blackwell,2013, pg 103
Charles C. Ragin’s The Comparative Method proposes a synthetic strategy ,
University of California Press ,E-Book,2014 ,pg 112
Collins, C.J. and Stevens, C.K., “The relationship between early recruitment- related
activities and the application decisions of new labour-market entrants: A brand equity
approach to recruitment”, Journal of Applied Psychology,2002, Vol. 87, No. 6, pp.
1121-1133.
Dibb,S., Simkin,L., Pride,W.M,Ferrell, O.C., Marketing: Concepts and
strategies,Publisher: Houghton Mifflin, 2005, pg 56
 Edward P. Lazear & Kathryn L. Shaw, 2007. "Personnel Economics: The
Economist's View of Human Resources," Journal of Economic Perspectives,
American Economic Association, vol. 21(4), pages 91-114
 Fichter, D., How social is your website? Top five tips for social media
optimization,Publish by Onlinenmag, 2007, pg 57- 60.
 Kaplan, A.M.,Haenelein, M., Users of the world unite! The challenges and
pg. 68

opportunities of social media. Publish by Business Horizons, 2010, pg 56-57
 Kaplan,A.M. , Haenlein, M.,Users of the World, Unite! The Challenges and
Opportunities of Social Media, Publish by Business Horizons ,2010, pg 63.
Kompella, K. ,The definitive book of branding ,Publish by Sage ,2014, pg 217-218
 Lapan, S.D., Quartaroli,M.T., Riemer,F.J.,Qualitative Research: An Introduction to
Methods and Designs , Publish by Jossey-Bass,2012,pg 34-38
Lievens, F., “Employer branding in the Belgian army: The importance of instrumental
and symbolic beliefs for potential applicants, actual applicants and military employees”,
Human Resource Management,2007, Vol.46, No.1, pp. 51-69.
 Mangold, W. G., Faulds, D.J. ,Social media: The new hybrid element of the
promotion mix, Publish by Business Horizons, Vol. 52, 2009,pg 359
Olins,W., On Brand, Publish by Thames & Hudson ,2004 , pg 100
Rosethorn, H. ,The Employer Brand: Keeping Faith with the Deal, Farnham: Gower
Publishing Limited
Scridhar, M.S. , Introduction to Research Methodology: Problem Selection,
Formulationand Research Design, Revised Edition,2010. Pg 67
Scullion, H.,Collings,D.,Global Talent Management ,Publish by Routledge, 2011, pg
48
Silvertzen, A., Nilsen, E. R. , Olafsen, A. H., ‘Employer Branding: Employer
Attractiveness and the Use of Social Media`. Journal of Product and Brand
Management, 2013, pg 473-483.
T. O'Reilly, What is Web2.9, Publish by Media, Inc, 2009, pg 57-62
Minchington, B. , Employer Brand Leadership – A Global Perspective, Collective
Learning Australia, 2010
Web resources:
Bălan,D.A -Creating Value through Reputation-Key Differences Between Corporate
Reputation, Image and Identity, 2016, document availabe on:
http://cis01.central.ucv.ro/revistadestiintepolitice/files/numarul52_2016/8.pdf ,
accessed on the date 28.06.2017
 Bergold ,J., Thomas ,S.- Participatory Research Methods: A Methodological
Approach in Motion, 2012, available on : http://www.qualitative-
research.net/index.php/fqs/article/view/1801/3334, accessed on the date 12.06.2017
 Black,T.-How to Use Social Media as a Recruiting Tool, April 2010, available on :
https://www.inc.com/guides/2010/04/social-media-recruiting.html ,accessed at the
date 15.06.2017
pg. 69

 Blanchard, M.C., Pelletier,G.L., Taylor, S.,Tremblay, A.M.,Work Extrinsic and
Intrinsic Motivation Scale : Its value for Organizational Psychology Research
,Canadian Journal of Behavioral Science, 2009, Ebsco Publishing DataBase,pdf
available on:
https://pdfs.semanticscholar.org/12a8/8ed4464c19a7f9d6ddcf661f64593d5cff43.pdf,
accessed on the date 28.06.2017
 CEB’s,What is the Employee Value Proposition? , avalaible on :
https://www.cebglobal.com/insights/employee-value-proposition.html , accessed on
the date 17.07.2017
 Dalto,D.-Social media a danger zone for HR professionals, published in december
2016, post available on: http://dorothydalton.com/category/social-media/ ,accessed on
the date 15.06.2017
 Gregory ,S.,-11 Simple Steps for a Successful Brand Building Process, publish on
May 19, 2016 , avalaible on: http://freshsparks.com/successful-brand-building-
process/ , accessed on the date 15.07.2017
 Groupama strategy 2014-2018 ,available on : http://www.groupama.com/en/our-
model/2014-2018-strategy/highly-satisfied-customers/ ,accessed on the date
20.06.2017
Jamie,S.-Posted in Blog Traffic,60+ Social networking sites you need to know about
in 2017, Available on : https://makeawebsitehub.com/social-media-sites/ ,accessed on
the date 01.06.2017
 Jones,B., Temperley, J. ,Lima, Anderson., Corporate reputation in the era of Web
2.0: the case of Primark, publish on the Journal of Marketing and Management, 2010,
pdf available on : https://mc.manuscriptcentral.com/rjmm, accessed at the date
1.08.2017
 Laine, T., Fuzzy Math: What Employer Brand Metrics Should You Be Measuring?,
article available on http://recruitingdaily.com/youre-measuring-the-wrong-employer-
brand-metrics/ , accessed on the date 29.06.2017
 Mirman,E.,30 Terrible Pieces of Social Media Advice You Should Ignore, publish
February15,2013,avalible on :https://blog.hubspot.com/blog/tabid/6307/bid/34180/30-
Terrible-Pieces-of-Social-Media-Advice-You-Should-
Ignore.aspx#sm.00002c9mo4dz5dy0xnp126l8itl6n,pdf accessed on the date
05.06.2017
 Puig-Samper,M.-The pros and cons of social media in employer branding and
recruitment, 2012 ,available on : http://www.international-careers.com/en/pros-cons-
social-media-employer-branding-recruitment/ ,accessed on the date 16.06.2017
pg. 70

 Student Axinia,E.,- The Future of Employer Branding through Social Media: A
Delphi study among Academics,31may2011,pdf available at
:http://essay.utwente.nl/61493/1/MSc_E_Axinia.pdf ,accessed on the date 05.06.2017
Tavassoli,N.T., Sorescu,A., Chandy,R.-Employee based brand equity, pdf available
on: http://faculty.london.edu/rchandy/brandequity.pdf , accessed on the date
01.08..2017
Appendix 1
pg. 71

Source: https://www.slideshare.net/CharlesCotter/competencybased-recruitment-and-selection-interviewing-cbi-
skills ,accessed on 31.05.2017
Appendix 2
Source: http://thesocialworkplace.com/2016/03/how-to-measure-so-you-can-manage-your-employer-brand/ ,
accessed on 31.05.2017
pg. 72

Appendix 3
Groupama Questionnaire
Hello I am a student at the University of “Dunarea de Jos” from Galati , t he following
survey is part of my thesis research and I intend to gather information about the impact this
company has in the media when it comes to recruitment. The survey is designed to take
around 10 minutes from your time. Thanks for your great co-operation and contribution to
this research.
1.Have you ever heard about Groupama Insurance?
Yes
No
2. How important are the following to you when considering potential employer? ? Please
evaluate it from -2 as not important and 2 being very important.
Not
importantLess
importantNeither
important
nor
unimportantImportantVery
Important
1. Working in an exciting
environment
2. Happy work
environment
3. Having a good
relationship with your
superiors
4. Having a good
relationship with your
colleagues
5. Supportive and
encouraging colleagues
pg. 73

6.
Recognition/Appreciation
from management
7.Opportunities to learn
new things from my work
8. Opportunities for
personal growth and
development in my job
9. Feeling more self-
confident as a result of
working for a specific
organization
10. Innovative employer –
novel work
practices/forward-thinking
11. The organization
produces innovative
products and services
12. The organization
produces high-quality
products and services
13. The organization
values and makes use of
your creativity
14.Good promotion
opportunities within the
organization
15. An above average basic
salary
16. An attractive overall
compensation package
17. Job security within the
organization
3.Please indicate how much you agree or disagree with the following statements? -2 as
strongly disagree and 2 strongly agree.
Strongly
disagreeDisagreeNeither
agree nor
disagreeAgreeStrongly
agree
1.I have seen
advertising for jobs at
Groupama in social
media
2. I have heard a lot of
good things about
Groupama
pg. 74

3.Groupama’s profile
in social media caught
my attention
4.Groupama is a
company with a good
reputation
5. Groupama’s profile
in social media gave me
detailed information
about their job
opportunities
6.I would accept a job
offer from Groupama
7.I would make
Groupama one of my
first choices as an
employer
8.I would exert a great
deal of effort to work
for Groupama
4.Which of the following statements best represents your current situation?
I am currently employed , but I’m looking for a new job
I am currently employed , but I don’t need a new job
I am not employed and I’m looking for a job
I am currently not employed and I’m not looking for a job
I am studying full time
Other:
5. Your gender:
Male
Female
6. Your age:
21-25
26-30
31-35
36-40
pg. 75

More than 40
7.The last school graduated:
High school
Bachelor's degree
Master's degree
Ph.D.
Other (please specify): ……………..
pg. 76