Introduction …………………………………………………………………….1 1. Employer branding… [623483]

UNIVERSITATEA “Dunarea e Jos” DIN GALATI
FACULTATEA DE ECONOMIE SI ADMINISTRAREA
AFACERILOR SPECIALIZARA E.A.A

EMPLOYER BRAND
COMMUNICATION IN SOCIAL
MEDIA FOR GROUPAMA

Coordonator stiintific ,
Conf.dr. David Sofia
Masterand: [anonimizat]
2017

Content
Introduction …………………………………………………………………….1
1. Employer branding ……………………………………………………………………………3
1.1 Brand concept and definitions …………………………………………………………..4
1.2 Branding ………………………………………………………………………………………..6
1.2.1 Internal vs external branding ……………………….. …………………………..6
1.2.2 Difference between Corporate Brand and Employer Brand …………7
1.3 Employer branding framework …………………………………………………………8
1.4 Brand Equity Measurement ………………………. …………………………………….10
2. Social media …………………………………………………………………………………….15
2.1 Social media defined …………………………………………………………….. ………..16
2.2 Social media functionalities ……………………………………………………………..17
2.3 Social networks, sites and blogs ………………………………………………………..19
2.4 Social media used in employ er brand management ………………………………23
2.4.1 Personnel recruitment through social networking ……………………26
2.4.2 Pro and cons for employer branding via social media ……………..29
3. Groupama Company presentation ………………………………………………………32
3.1 History ……………………………………………………………………………………………32
3.2. Positionning ……………………………………………… …………………………………….35
3.3 Strategy ……………………………………………………………………………………………36

3.4 Committed employees …………………………………………………………. ……….37
3.5 Gropama Romania ………………………………………………………………………38
4. Groupama Case Study …………………………………………………………………….39
4.1 Objectives of the study ……………………… …………………………..39
4.2 Research Methodology and Model …………………………………………………..39
4.3 The Results ………………………………………………………………..43
5 . Final Conclusions ……………………………………………………………………………51
5.1 Conclusions ……………………………………………………………………………………51
5.2 Suggestion ……………………………………………………………………………………..52
Bibliography ………………………………………………………………………………………..55
Annex es……………………………………………………………………………………………….61
Annex 1 ……………………………………………………………………………………..61
Annex 2 ……………………… ……………………………………………………………..62
Annex 3 ………………………………………………………………………………………63
Annex 4 ………………………………………………………… ……………………………64

1 Introduction
In today's society a well known name or brand can make you sell services
or products in seconds . It is a time where to have a brand it is so important .A
time where platforms like Facebook or Instagram can make people buy stuff that
they even don’t need. The most important asset for a company is the human
resource . So a ttracting and retaining the most valuable p eople can be a problem .
Motivating people to work as best as they can to support the company's strategy is
sometimes a big challenge . People do not give "the best of them" at work for the
money they receive at the end of the month. The mix of things that make
employees work to perform is within the responsibilities of the human resources
department.
While the concept of product and trademark brands have been around for
quite some time, the concept of employer brand is relatively new. Unlike the more
familiar market -oriented concept of branding, where products or services with
recognizable and trusted trade names may be associated with a company’s name,
employer branding is also meant to communicate an organization’s attractiveness
as a place to succeed for current employees and to tout its value proposition to
prospective hires. The novelty of employer branding and the robustness of the
concept make it interesting for research on an employer in Romania.
The first chapter presents the theoretical perspectives that are involved
when it comes to employer branding. First I was describing employer branding
brief history then I continued with the most relevant definitions for this
phenomenon . After I continue d with the employer branding cycle that involves
internal and external branding in the first part and corporate branding and
consumer branding on the last one . Employer brand it’s actually a framework and

2 have many components and it can be measurable s o I have described the main
factors that employers should look on.
The second chapter has information about the large social network web .
Social networks refer to a category of online applications that helps connecting
friends, business partners, and interest groups. So on the first part of this chapter I
have decribed the definitions ,functionalities and I the main sites and blogs for
social media. On the second part on the chapter is the corelation between social
media and employer branding, pract ice use and the advantages and the
disavantages for the use of it . On the last part of the chapter I described the use of
social media for the past of the last year till now and some aspects about social
media and recruitment.
The third chapter was the c ompany selection . I have choose Groupama for
the case study because it is a company with many employees, with a fair market
position (current it is on top 5), that has a good reputation on the market and wins
prizes at events. This chapter have informatio n about the company history , about
the marketing positioning , about they current strategy that they are using ,
information about they’re employees and how it is for the company to deal with
the romanian market.
The chapter four contain the purpose of th e paper which is to determine
whether or not Groupama know how to use social media to develop the employer
brand , if they can use it for a better place on the market and how can they use it in
recruitment. The hypothesis is that he has an implicit employe r brand, that is not
the result of a strategic, conscious, elaborated approach, but the effect of certain
characteristics of some practices and perceptions. At the end are presented the
conclusion for the study . The last chapter contains the references f or this paper .

3 Chapter 1. Employer branding
“ If we look on the past ten years , when you talked about employ 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 “ –Brett
Minchington .1
Employer branding is not a new concept , the term just become more
popular and is now taken more seriously by the employers.2 The term was used
first in 1990 but Tim Amber and Simon Barrow defined “employer branding” the
Journal Of Brand Management that was published in December 1996.3
“Employer branding it is the package of functional, economic and
psychological benefits provided by employment and identified with employing
company positioning and internal marketing” .4
The concept of employer branding had gained a great importance for
Romania in the past 8 years . As the economy grows and social media make
transparency mandatory between organizations the employer branding strategy
becomes more necessary for recruiting and retaining employees.5
The word brand comes from the word “brandr” , and it was first used by
Norse tribesmen and the meaning of it was “to burn” as in branding l ivestock to

1 Minchington, B (2010) Employer Brand Leadership – A Global Perspective, Collective Learning
Australia.
2 https://www.managementstudyguide.com/employer -branding.htm
3 http://ezinearticles.com/?Why -A-Company -Should -Care -About -Employer -Branding&id=9655824
4 https://en.wikipedia.org/wiki/Employer_branding
5 http://www.marketing -tribe.ro/nevoia -de-employer -branding -in-romania -interviu -louisa -olar-
targul -de-cariere/

4 declare ownership.6 Ancient people used marks so that they will be able to identify
and classify any kind of objects that were meaningful for them and now days this
motivate the use of trademarks. 7Brands in the field of mass -marketing origina ted
in the 19th century with the advent of packaged goods. Industrialization moved the
production of many household items, such as soap, from local communities to
centralized factories. When shipping their items, the factories would literally brand
their l ogo or insignia on the barrels used, extending the meaning of "brand" to that
of trademark.
1.5 Brand concept and definitions

Until recently, the employees remained in relative inferiority in respect to
employers. Nowadays, these relations are changing. If a company wants to be
competitive on the market, it must fight for the best specialists. One of the forms of
struggle for talent in today's labor markets is employer branding, that is building a
brand of an employer of choice. It can be assumed that the more expressive, better
employer brand the organization possess, the more attractive place to work for
employees it is. What does the employer brand mean? According to the authors
employer brand means:
 Rosethorn, defined employer branding “ as a two -way deal b etween an
organization and its people ,the reason they choose to join and the reasons
they are permitted to stay,” 8
 The Society for Human Resource Management defined employer branding
as “the image of the organization as a great place to work in the minds of
current employees and key stakeholders in the external market (active and
passive candidates, clients, customers and other key stakeholders).” 9

6 Barrow, S. and Mosley, R. The Employer Brand, Bringing the Best of Brand Management to
Peopl e at Work , John Wiley & Sons, Chichester.
7 https://www.scribd.com/document/58521392/17 -1835 -Trademarks -Advt -and-Brand -Mgt-Chap -1
8 Rosethorn, H. (2009). The Employer Brand: Keeping Faith with the Deal. Farnham: Gower
Publishing Limited
9 https://www.shrm. org/hr -today/news/hr -news/Documents/08 -0335_BenefitsSR_FINAL_.pdf

5  Mosley , defined the employer branding as “a sum of the key qualities
current and prospective employees id entify with organization as an
employer, such as: economic (compensation and benefits), functional (e.g.
learning new skills) or psychological (e.g. sense of identity and status).”10
 Sartain and Schumann (2006) defined employer brand as: "how a
business bui lds 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."11
 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 (active and passive
candidates, clients, customers and other key stakeholders).”
 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." 12
 Ambler and Barrow (1996) define employer brand in terms of the benefits
it conveys on employees.
Brands are about active management – maintaining relationships and
communication in the producer -seller -investor -consumer system. The seller –
user part of this system is further broken down into the attitudes a nd
relationships created within different markets. The corporate brand creates four
separate images, of which the employer brand is one13 :
 Business 2 Business (B2B, corporate market);
 Business 2 Customer (B2C, consumer market);
 Business 2 Labour (B2L, l abour market and employees: existing;
potential; and former);
 Business 2 Government (B2G, market of government and social
structures).
According to the concept of employer branding, besides a number of
attributes of employer branding, the central element of this process is considered to

10K. Kompella, SAGE, 2014 ,The definitive book of branding ,pg 217 -218
11 Libby Sartain, Mark Schumann , Brand From the Inside , 2006 ,
12 Sullivan M, et al. (2004) Studies on substrate recognit ion by the budding yeast separase.
13 Mokina, S. (2014) Place and role of employer brand in the structure of corporate brand.
Economics and Sociology, 7 (2): 136 -148.

6 be employer value proposition. Employer value proposition (EVP) is the value or
benefit an employee obtains through employment – a term that simply shows the
value of an organization’s employment experience.14 (see annex 1) If we are
thinking on the words meaning then:
 Employer : is a legal entity that controls and directs a servant or worker
under an express or implied contract of employment and pays (or is
obligated to pay) him or her salary or wages in compensation.15
 Brand ing : the act of giving a company a particular design or symbol in
order to advertise its products and services .16

1.6 Branding

1.6.1 Internal vs external branding
Every organization have an internal branding and also a external one. Branding
is a way to package information about functional attributes ,economic value, and
psychological benefits so that will be easily understood and know by the audience.
17 An external brand gives information about the attributes of the goods or the
services to curre nt and potential buyers and it answers to the following questions:
 What will the goods or services do for me?
 What needs will fulfill?
 How much can I aspect to pay?
 How good a deal is?
 How it will make me fell?
 What imagine of myself it will help me to transmit to the world?

14 http://www.fhnw.ch/wirtschaft/dienstleistung/studierendenprojekte/olten/bisherige –
projekte/projektarbeiten/projektarbeiten -2012/pdf/embra
15 http://www.businessdictionary.com/definition/employer.html
16 http://dictionary.cambridge.org/dictionary/english/bran ding
17 https://www.scribd.com/document/35298807/Employer -Branding -At-Tcs

7 The internal brand gives current and potential employees information about
the employment experience and what to expect from them and it answers to the
questions like:
 What is the job like?
 What I will be doing on this job?
 Can I be able to enjoy the experience?
 How can I develop professionally and personally ?
 How I will be rewarded?
 What can I expect in return for my efforts?
 What I will be part of?
 How my efforts will help me in a greater mission?
Figure 1.1. I deal for internal and external brand

Source : https://brandascension.com/product/brand -strategy -session/
1.2.2 Difference between Corporate Brand and Employer Brand
If we look on the present information employer brand and corporate brand
have tangible and intangible characteristics that makes them both important and
influenceable . Corporate branding refers to the practice of promoting the brand
name of a corporate entity, as opposed to specific products or services.18 The
activities and thinking that go into corporate branding are different from product
and service branding because the scope of a corporate brand is typically much

18 https://www.searchenginejournal.com/corporate -branding -right/96041/

8 broader. It should al so be noted that while corporate branding is a distinct activity
from product or service branding, these different forms of branding can, and often
do, take place side -by-side within a given corporation .19 The ways in which
corporate brands and other brands interact is known as the corporate brand
architecture .
Figure 1.2. Corporate brand vs emplo yer brand

Source: https://de.slideshare.net/TSystemsMMS/digital -employer -branding -bei-der-deutschen –
telekom
If employer branding is the process, the employer brand is the identity of
a company as an employer of choice. 20For effective employer brand promotion,
however, the company can only attract current and future employees if it has an
identity that is true, credible , relevant , distinctive and aspirational . To achieve
this, extensive research needs to be conducted, so as to ensure that the employer’s
identity addresses not only Top Talent’s but also Top Management’s demands.21
Organization Brand is the image how the industry looks at the organization,
its products and services. Whereas, the Employer Brand is focused corporate image

19 http://www.tronviggroup.com/the -difference -between -marketing -and-branding/
20http://www.fhnw.ch/wirtschaft/dienstleistung/studi erendenprojekte/olten/bisherige projekte/projekt
arbeiten/projektarbeiten -2012/pdf/embra
21 http://universumglobal.com/articles/2014/03/what -is-employer -branding/

9 putting forth the value proposition to its current as well as prospective employees
to become an e mployer of choice.22
1.7 Employer brand framework

Developing your Employee Value Proposition (EVP) 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 busines ses don’t
realise 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 people.
1 . Audit and Analysis :
 Define people strategy organizational goals and objectives.
 Understand the current EVP perceptions and channel effectiveness .
 Internal focus groups and management interviews and survey .
 Audit report and gap analysis.
2 .EVP strat egy development :
 Development of unique attributes and EVP statements.
 Crosscheck EVP .
3 .Testing and Approval:
 Test EVP statements across regions.
 Development of communication strategy plan.
4 . Alignment and communications
 EVP process alignment .
 Internal engagement and communication.
 External communication.
5. Management matrics :
 Reporting the structure and the function.
 Use of internal and external matrics.

22 http://authenticorganizations.com/harquail/2 009/06/24/employer -branding -vs-employee –
branding/#sthash.8hBCWGD9.dpbs

10 Figure 1.3. Employer branding framework

Source : https://thesocialrecruiter.net/category/employer -branding -2/
If we are look to connect the factors employer branding and create a
framework then the brand awareness and employee performance can be combined
and indicators for measurement of the effectiven ess of employer branding
activities can be derived. The framework provide a positive casual relation
between Employer Branding and Employee Satisfaction. (see Annex 2)
The relations between all the subjects is to create a model of approach that
makes the reader to have a more effective understanding of the goals and impact of
Employer Branding on organizational performance with a specific focus on
recruiting.
1.4 Brand Equity Measurement
Brand equity is a set of perceptions, knowledge and behaviors on the part of
customers that creates demand or a price premium for a branded product in other

11 words, what the brand is worth to a customer. 23Brand equity may also be defined
as a set of elements such as brand associations, market fundamentals and
marketing asse ts that help distinguish one brand from another. 24While measuring
brand value has its usefulness, the act of measurement by itself will not make a
brand more valuable or less risky. Quantifying and managing brand equity,
however, using a customized measure ment model, is critical to transferring value
to the corporation’s shareholders. There are so many factors that a company should
take into consideration and try to measure when it comes to employer branding
(Annex 3.)
Figure 1.4. Brand Equity Measurement

Source : http://cmexaminer.cadence9.com/content -marketing -lifecycle/marketing -smarty -pants –
who-changed -business -as-usual/
It refers to the marketing effects or outcomes that accrue to a product with
its brand name compared with those that would accrue if the same product did not
have the brand name and, at the root of these marketing effects is consumers
knowledge. In other word s, consumers' knowledge about a brand makes consumers

23 https://aytm.com/blog/research -junction/brand -equity -basics -1/
24 Berry, Leonard L. "Cultivating Service Brand Equity." Journal of the Academy of Marketing
Science . Winter 2000

12 respond differently to the marketing of the brand. The study of brand equity is
increasingly popular as some marketing researchers have concluded that brands are
one of the most valuable assets that a c ompany has .25
Brand Awarenes
Brand Awareness is a rational measure. Do consumers know the brand
exists? Does it come to mind when a consumer identifies a need? Does problem
recognition in the consumer decision making process lead to the recall of
particul ar brand names? Such brands that are at the top of the consumer’s mind are
therefore likely to be top of their choice set. Recall and recognition research can be
used to measure brand awareness. This can be prompted, whereby respondents are
presented with a list of brands (recognition), or unprompted, where respondents
recollect brands solely from memory (recall) .26 The specialist had to give
importance to the brand because only a very known brand may give the
organization publicity and relevance . Let’s highlight the most important features
that a brand should have 27:
 A name, a symbol or a design, or a combination of this kind of .
 Distinctive signs designed to individualize a product, a range of
products or services .
 A susceptible sign of graphic repre sentation that serves to
distinguish the products or services of individuals or legal entities
from those of other persons.
Perceived Quality
Aaker (1991) states that perceived quality (PQ) is the customer’s perception of the
overall quality of the produc t with respect to its intended purpose. PQ can be

25 Mitch ell, Alan. "Why Brand Equity Is the True Measure of Success." Marketing Week . 3 August
2000.
26 https://www.scribd.com/doc/234939021/Corporate -Reputation -pdf
27 http://conspecte.com/Marketing/marca.html

13 associated with price premiums, brand usage and stock return. Further, it has the
important attribute of being applicable across product classes.28
Brand Loyalty
Brand loyalty is just one part of your overal l brand equity, which is the
extent of your brand’s power as determined by consumers’ positive or negative
knowledge, perceptions, and experiences with your brand .Brand loyalty
definition: When your customers have the opportunity and good reason to choose
another brand and yet they continue to choose yours —that’s brand loyalty.29 For
the measurement companies must look on :
 Customer satisfaction
 Customer trust
 Customer “goodwill”
 Customer perceived quality and value
Brand Identity
A company’s brand identity is how that business wants to be perceived by
consumers. The components of the brand (name, logo, tone, tagline, typeface) are
created by the business to reflect the value the company is trying to bring to the
market and to appea l to its customers. Brand identity is separate from brand image
– the term for how consumers actually perceive the brand .30
 Current financial performance
 Strategy deployment
 Innovation
 Brand
 Culture

28 https://gupea.ub.gu.se/bitstream/2077/32661/1/gupea_2 077_32661_1.pdf
29 Allen P. Adamson, Martin Sorrell , „BrandSimple: How the Best Brands Keep it Simple and
Succeed Paperback “ ,2007
30 http://www.investopedia.com/terms/b/brand -identity.asp

14  Investment value
Brand Association
Brand associations h elp to build value around a brand. Combined with
brand awareness these associations make up brand equity if consumers are aware
of the brand and have strong, positive associations. Brand associations are a vital
part of building a brand identity. Specific ally, they can 31:
 Help buyers to remember your brand for its unique qualities.
 Differentiates you from your competitors.
 Provides reasons to buy your product.
 Creates positive attitudes or feelings towards your brand/product.
 Form the basis for brand exten sions, where new products use the livery of
the old brand
Figure 1.5. Brand Value Pyramid

Source : http://greencrest.com/brand -value -pyramid -visualize -where -your-brand -stands/

31 https://www.brandwatch.com/blog/discover -measure -brand -associations/

15 Chapter 2. Social media
The “Social media “ have changed the way of communication all over the
world from 0 to 100 .The social part refers on the information that we share and
the media part refers on the platforms that we use to share the information. We live
in a time where t o be social is everything ! Now people have in mind that “ if you
don’t have a Facebook account you don’t exist” . Why do people believe that?
Well because now we have all this kind of online platforms that they can give us a
way to be present every were in any time . In a world connected to Facebook, You
Tube, Instagram, Twitter and so on ,we can see the world from the comfort of our
home and not only. The platforms managed to attract millions of users each year .
Social networks can offer considerable benefits on communication and
relationships and more they can be also a way to learn and participate in online
courses and more. Livingstone and Brake considered that social network analysis
should target especially children and adolescents because their e nthusiasm for the
use of social networks are undeniable (especially the young ones)32 .
A new research conducted by Powell have reveal new informations about
the consequences of using social media . Using the interviews made in eight
universities he ident ified the fact that students use social networks to feel
connected with each other and some people are using social networking sites often
when they are felling isolated 33. The users emit positive and negative emotional
responses towards other users and the responses are similar to face -to-face
interaction. The study also reveal that users seek the validation on social networks.

32 Livingstone, S., Brake, D., (2009). On the rapid rise of social networking sites: New findings and
policy implications CHILDREN & SOCIETY Vol. 24, 75 –83
33 Powell, P.W., Gray, G., Reese, M.K., (2013). Connecting with Others: A Qualitative Study of
Online Social Networking Site Usage The Practitioner Scholar: Journal of Counseling and
Professional Psychology, Volume 2, pag. 52 -67

16 Why mostly young people use the social connection? Raacke & Bonds
found that people use social media because they want to maintain relationships
with friends make some new friends ,and also to be connected to each other. 34
2.1 Social media defined
There is this online phenomenon that is attracting millions of p eople to
participate in these online websites. 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 a nd exchange of user generated content.”
Web 2.0 is a platform where content is continuously altered by all
operators in a sharing and collaborative way. Also it’s a web based technology
which helps to create highly interactive platforms through which ind ividuals and
communities share, co -create, discuss and modify user –generated content. 35
Social 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 user36.
Mangold and Faulds defined social media as the set o f online word of
mouth forums which includes blogs, discussion boards, forums or social networks
that use all mobile and web -based technologies.37 Social media brings the

34 Raacke, J., Bonds -Raacke, J. (2008). Myspace and Facebook: Applying the uses and
gratifications theory to exploring friend -networking sites. CyberPsychology & Behavior, 11(2),
169-174.
35 https://en.wikipedia.org/wiki/Web_2.0
36 Kaplan, Andreas M. and Michael Haenlein. 2010. “Users of the World, Unite! The Challeng es
and Opportunities of Social Media.” Business Horizons 53: 59 -68.
37 Mangold, W. G. & Faulds, D.J. (2009), ‗Social media: The new hybrid element of the promotion
mix„ Business Horizons, Vol. 52, pp. 357 -365

17 platforms who connect the individuals and lead to create communities. Internet
has a lot of websites; each of them has different functional attributes and caters to
different sections of society.38
Social media 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.39
2.2 Social media functionalities
The best representation of the social media functionalities was made by Smith in
the “Honeycomb model “ . He identified seven functional blocks of social media
websites: identity, conversation, sharing, presence, relationships, reputation and
groups.40 (see the figure 2.1 )
1. IDENTITY
The identity functional block represents the extent to which users reveal
their identities in a social media setting. This can include disclosing information
such as name, age, gender, profession, location, and also information that portrays
users in certa in ways 41(thoughts, likes, dislikes, etc.).
2. CONVERSATIONS
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

38 http://www.diva -portal.org/smash/get/diva2:43 0935/fulltext01
39 http://www.iosrjournals.org/iosr -jbm/papers/Vol17 -issue11/Version -1/C0171111215.pdf
40http://www.academia.edu/959458/Social_Media_Get_Serious_Understanding_the_Functional_Bu
ilding_Blocks_of_Social_Media
41 http://sevenblocksdesign.com/7 -blocks-social -media/

18 promote their ideas. It is important to know the protocol and format for
conversations.42
3. SHARING
Sharing represents the extent to which people exchange, distribute, and
receive content, such as photos, videos, mu sic, etc. Evaluate what objects of
sociality your audience has in common. 43
4. PRESENCE
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” onl ine. 44
5. RELATIONSHIPS
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, like LinkedIn, which shows you how many degrees of
separation from a “target” member, referral systems, and introductions. 45Whereas
with sites like Twitter and YouTube, relationships hardly matter. In general, social
media communities that don’t value identity highly, also don’t value relationships
highly.
6. REPUTATION
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 platforms46.
7. GROUPS

42 Kietzmann, J.H., Hermkens, K., McCarthy, I.P. & Silvestre, B.S. (2011), ‗Social media? Get
serious! Understanding the functional building blocks of social media„, Business Horizons (Article
in Press).
43 http://itdepends4.blogspot.ro/2011/04/understanding -social -media -ecology.html
44 https://www.slideshare.net/Gbnenro/arranged -project
45 http://www.bpir.com/social -media/menu -id-71/expert -opinion.html
46https://www.researchgate.net/publication/290190576_Social _Media_Interactions_and_Online_Ga
mes_ -_Building_up_New_Human_Relationships_in_Danube_Region

19 The groups functional block is the extent to which users can form
communities and sub -communities, especially the larger the group of friends,
followers, and contacts become47.

Figure 2.1 Social media honeycomb model

Source : http://slideplayer.com/slide/8500511/
2.3 Social networks sites and blogs
Even if we are not familiar with the term ‘social media’ it is likely that we
have heard of, or even used, many of the social tools.48 They can be divided into a
number of categories that can be see on the next page.
According to Business news Daily “online media can be a good source for
businesses. The platforms are free to use, but also have paid advertising options
specifically for brands that want to reach even more new audiences. But just

47 http://www.furtherfield.org/blog/yenooi/cyber -euthanasia
48 http://en.wikipedia.org/wiki/Social_media

20 because your business sh ould be on social media, that doesn't mean you should be
on every network. It's important that you choose and nurture the social platforms
that work best for your business, so that you don't spread yourself too thin. “49
The world's most popular social site s have changed over the years, and
they'll continue to change as time moves forward because old social networks will
die, popular ones will stick around as they're forced to evolve, and brand new ones
will appear. Even now we have moved on from the days o f MySpace or Hi5 to a
time that social media have crowned Facebook50 .
Lets see what is trending in 2017 when it comes to social networking51:
 Tumblr 555 Million visitor per month , founded: 2007 by David Karp.52
Tumblr is a microblogging platform and a so cial 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.
 Reddit 234 Million users every month ,founded: 2005 by Alexis Ohanian
and St eve Huffman . 53
Reddit is a social news networking website lets a registered member submit
any link or text post by choosing a sub -reddit (category), 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 -monthly active users: 100 Million active users every month it
was founded: 2010 by Paul Sciarra, Evan Sharp and Ben Silbermann .54
Pinterest is a catalog of ideas rath er than a social network, and it lets you
discover, search and save great contents from the internet. Users can share images,
videos and links as a pin to a pinboard and personalize their experience.

49 http://www.businessnewsdaily.com/7832 -social -media -for-business.html
50 https://www.lifewire.com/top -social -networking -sites-people -are-using -3486554
51 https://makeawebsitehub.com/social -media -sites/
52 https://en.wikipedia.org/wiki/Tumblr
53 https://www. reddit.com/r/history/
54 http://www.businessinsider.com/pinterest -founding -story -2012 -4

21  VK 90 Million users/month , it was founded: 2006 by ): P avel Durov,
Vyacheslav Mirilashvili, Lev Binzumovich Leviev and Nikolai Durov .55
VKontakte is a popular Russian social networking website and service. It is
available in more than 80 languages around the world. With more than 270
million registered users ( 77% mobile users), VK is one of the popular social
media platforms in the world.
 Google+ 111 Million users , founded: 2011 . In November 2015, Google
Plus underwent a redesign with the stated intent of making the site simpler
and faster, making the new features of Communities and Collections more
prominent, and removing features such as Hangouts, Events and Custom
URLs.56
Google Plus is a social network of amazing contents where home feed
based on your interests. Google+ is a basic social network like Facebook and
there you can find all common features like other social networks, such as
profile picture, covert photo, about sectio n, communities and business pages.57
 LinkedIn 106 Million users, founders: Reid Hoffman, Konstantin
Guericke, Jean -Luc Vaillant, Allen Blue, Eric Ly in 2002.58
LinkedIn is the world’s biggest professional social network with a database
of 433 million profess ionals. 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 h elps 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.

55 http://www.makeuseof.com/tag/10 -incredible -vk-facts -you-should -know -aka-russias -facebook/
56 https://en.wikipedia.org/wiki/Google%2B
57 http://vintaytime.com/premium/soc ial-networking -websites/
58 https://ourstory.linkedin.com/

22  Twitter 313 Mi llion users (2006) ,founders : Evan Williams, Noah Glass,
Jack Dorsey, Biz Stone.59
Twitter is a good way to discover what’s happening in your world. On
Twitter, people love to follow brands, celebrities and famous personalities. As
a member, you can post t ext, photos, videos and links as a Tweet, and your
followers will respond to your post using the favorite, retweet 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 Systrom .60
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: 2005by Chad Hurley,
Steve Chen and Jawed Karim.61
YouTube has more than one billion active users and even people love to
spend more time on YouTube than Facebook. YouTube is a video -sharing
website, but the platform contains user -generated contents where people can
like, comment and share the contents like a so cial 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 the queen of social media with 1.83 Billion users , and the
king/founder: Mark Zuckerberg in 2004.62

59 http://www.businessinsider.com/how -twitter -was-founded -2011 -4
60 https://en.wikipedia.org/wiki/Instagram
61 https://phrasee.co/the -history -of-youtube/
62 http://www.socialmediatoday.com/content/ultim ate-history -facebook -infographic

23 Facebook is the most popular social networking website and service in the
world, where people connect each other by sending a friend request and follow
famous personalities through thei r 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 201 6 is the second most popular
messaging app after WhatsApp.63
2.4 Social media used in employer brand management
Figure 2.2 Employer CommunicationConcept

Source : http://universumglobal.com/business -solutions/communication -evaluation/
Before we move one there is a correlation 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 som e studies reveal that “social media is
replacing traditional media in consumer perspective , “how? “ by bringing news

63 https://en.wikipedia.org/wiki/Facebook_Messenger

24 and all kind of information to the views about the brand, purchases and services
offered 64. 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 65 .
Now it’s important that a company/organization seek to establish a strong
employer branding reput ation ! Why would they need to do that? For example let’s
say that 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
strongly belive 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 pote ntial qualified and fit
candidate for their vacancies jobs 66. 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 o f questions .
Now you have to struggle to recruit and retain competent future employers .67
How do you use social media and employer branding management to build
and promote a company’? The main solution would be to promote it through blogs
like Facebook, Twitter ,Instagram and second to media channels advertising on
TV, radio, newspapers, magazines. The organization must deal with the fact that
traditional media has been replaced by social media and the competitors are
already involved in this type of ne tworking. “Efficient employer branding requires

64 Fichter, D., (2007). How social is your website? Top five tips for social media optimization.
Onlinenmag, 57 – 60.
65 Jansen, B.J., Sobel, K., Cook, G., (2010). Gen X and Y’s attituteds on using social media
platforms for opinion sharing. CHI, 3853 – 3858.
66 Kaplan, A.M.,Haenelein, M., (2010). Users of the world unite! The challenges and opportunities
of social media. Business Horizons, 53: 59 -68
67 http://talentr ising.ie/files/captivating_company_dimensions.pdf

25 innovative methods of personnel market research to control and target the
employer attractiveness of companies” 68.
“When they are used effectively, the internet is the best tool for improving
reputation” . W hy? Because media makes corporations more creative and also
makes them to be honest and transparent which leads to a more effective
communication with the public .69 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 discus sion 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 ?” . 70
1.To create value, create an image of desirable employer and strengthen the
organizational culture -value proposition. The organization HR /PR/ marketing
managers might use tweets or instant messages to continuously keep current and
future employees updated as regards to the value proposition of the company.
Wikipedia could also provide unique information about that specific company
since the content is generated by users all over the world. 71
2. To recruit, attract targeted population and create a unique and distinctive
image as an employer. It is possible via all the media channels . First s 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

68 Erlenkaemper, S., Hinzdorf, T., Priemuth, K. & Von Thaden, C., (2006). Employer Branding
though Prefere nce Matching, Part II, 139 -144
69 Jones,B., Temperley, J. & Lima, Anderson., (2010). Corporate reputa tion in the era of Web 2.0:
the case of Primark. Journal of Marketing and Management, 25: 9, 927 -939.
70 https://www.lever.co/blog/how -to-use-social -media -for-employer -branding
71 http://essay.utwente.nl/61493/1/MSc_E_Axinia.pdf

26 and creative videos on Yo uTube could allow the creation of a unique and desirable
organization and also promote job openings for ideal candidates. Virtual games
and worlds allow companies to create their own island where they can promote
themselves as a company but also as a desir able and open -minded employer. 72
3.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 m essages or
suggest topics of discussion. Describe how a day look like for an employer within
that company .
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
commun icating 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 faster. 73
2.4.1 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.74
Recruiting refers o n establishing connections – as numerous and as short as
possible 75. 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 .T he efficiency of recruiting using social
networks depend on the recruiter's ability to make intelligent use of the unique

72 http://www.socialmediaexaminer.com/26 -ways -to-create -engaging -content/
73 https://blog.hubspot.com/blog/tabid/6307/bid/34180/30 -Terrible -Pieces -of-Social -Media -Advice –
You-Should -Ignore.aspx#sm.00002c9mo4dz5dy0xnp126l8itl6n
74 https://www.learningnetwork.ro/articol/recrutarea -de-personal -prin-intermediul -retelelor -de-
socializare/1830
75 http://unpan1.un.org/intradoc/groups/public/documents/UN/UNPAN021814.pdf

27 resources available to each social media platform in part. 76 Surely the competition
have the same resources so now it’s a competition on who can use them the most .
Next we will have a sneak pic on the current trends in recruiting using
social networking sites and maybe we can be able to find some elements that can
differentiate us from the competition.
1. LinkedIn
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 )77. If
the company don’t ha ve 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 periodically update your LinkedIn C ompany 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. 78
On more suggesti on 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 com pany image. Give applicants the

76 http://www.acas.org.uk/media/pdf/0/b/The -use-of-social -media -in-the-recruitment -process.pdf
77 https://business.linkedin.com/talent -solutions/recruiter
78 https://www.thebalance.com/how -do-companies -recruit -employees -2062874

28 opportunity to apply for available positions directly from your site by adding the
"Apply with LinkedIn" button to your posted ads.79
2. Facebook
“Facebook on top” ,it’s the largest and most visited social network in the
world. 80Facebook is probably not the first choice for executive search, but it can
certainly be an important source of talent for the Y generation. 81Contrary to bias,
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 bee n developed for the Facebook platform.
3. Twitter
An equally good option for recruiting staff through social media is
Twitter. In order to reach your target audience on Twitter and to achieve your
recruitment goals, it is essential to engage as much as p ossible 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 o pportunities,
use hashtags to categorize tweets and target a certain audience. Take advantage of
advertising opportunities and promote your participation in industry events.82 The
140-character limit of a tweet is well suited for synthesizing ideas and comp iling a
concise and targeted message. Twitter is a powerful recruitment tool for people
who especially benefit small businesses and startups.
4. Google+

79 https://www.linkedin.com/pulse/ultimate -guide -linkedin -2016 -moving -forward -brooks -briz
80 https://www. weforum.org/agenda/2017/03/most -popular -social -networks -mapped/
81 http://dorothydalton.com/category/social -media/
82 https://www.inc.com/guides/2010/04/social -media -recruiting.html

29 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 them .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 allows ten
people to connect at the same time83. 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 intervi ews. 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.
Knowing how to fully capitalize on the recrui tment opportunities offered
by the social media is the other half. And this is only possible when you have
defined a strong marketing strategy and set clear goals and goals. An effective
presence in social media means more than staff recruitment, meaning
communication strategy and brand marketing.84
2.4.2 Pro and cons for employer branding via social media
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, they should have in mind before planning a strategy the next pros and
cons about using social networks 85 :
Pros or the potential benefi ts :

83 https://www.impactbnd.com/blog/the -difference -between -facebook -twitter -linkedin -google –
youtube -pinterest
84 https://www.business.qld.gov.au/running -business/marketing -sales/marketing -promotion/strategy
85 http://www.international -careers.com/en/pros -cons-social -media -employer -branding -recruitment/

30 ✓ 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 an easy place where you can advertise for a job . Hey if you n eed
employees for a new team with one click you will send a message that can
bring them into the company.
✓ It is a great way for showing support for important causes and giving back
to others. Make sure you do that more than 2 per year and make sure that
all your friends know about it.
✓ 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 clos e 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 peopl e 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.
Cons or the negat ive effects on social media using :
✓ Negative comments and reviews that are easy to write and fast to spread.
The facts had shown us that in online business if you have a negative
review , it will be more shared than a positive one.
✓ 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 th is 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

31 them . But that isn’t true . It is not like sign in on your facebook account
and looking for some n ews . 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 messa ges that have a big impact on the
audience.
✓ The danger of employer brand damage . It is so easy now to damage some
company brand . You have to put this on the 1 topic from your concern list.
✓ 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 . Be patient and be honest !

32 Chapter 3. Groupama Company presentation
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 an abbreviation for Groupe des Assurances Mutuelles
Agricoles (English: Group of Mutual Agricultural Insurances) is a
French insurance group headquartered in Paris with operations in 14 countries.86
Founded in 1986, the history of the Groupama brand is based on a guiding theme87:
 Proximity: a network of agencies with a very strong local presence,
permitting a close relationship with our customers
 Realism: no unrealistic promises in our advertisements, a representation
of real/true situations to embody a brand that has its “feet on the
ground” and helps its customers secure their present so they can look to
the future with confidence.
 Utility: the brand’s objective is to offer only what t ruly serves its
customers and to be useful in its responses in terms of products and
services offered.
 Community: forging a strong commitment with our customers and
members often involves the warm side of the Groupama brand.
 Advertising message: The saga o f “CERISE”, the face of the brand

86 https://en.wikipedia.org/wiki/G roupama
87 http://www.groupama.com/en/our -model/3 -brands -to-cover -all-customer -needs/groupama -real-
life-insured/

33 Chronology88
1840: The first farmers' mutual insurance group, providing fir e insurance, is
formed.
1900: The French government establishes AMA as the central far mers' mutual
body.
1963: AMA begins diversifying products, adding automotive insu rance, etc.
1972: Life insurance operations are launched.
1975: The roadside assistance subsidiary, SOS -AMA, is launched .
1978: The Sorema reinsurance subsidiary is launched.
1980: SOS -AMA is merged into Mutuaide.
1986: The AMA network is regrouped under the single Groupama b rand name.
1990: The company acquires full control of Mutuaide.
1995: Membership is opened to nonagricultural policyholders; L ombard Insurance
in the United Kingdom is ac quired.
1998: Groupama acquires GAN and becomes the number two French insurance
company.
2002: Plus Ultra in Spain is acquired.
2003: The company receives a license to sell insurance in Chin a.
2004: The company opens its first Chinese branch, in Chengdu.

88 http://www.referenceforbusiness.com/history2/48/Groupama -S-A.html

34 2005: The company receives a license to expand product offerin gs in Vietnam;
Groupama UK acquires Clinicare.

Acutally the company it is formed from 3 brands:89
 Groupama, the general insurance brand focused on local services in France,
distributed by the network of regional mutuals.
 Gan,“Expert Monitoring” is the short and sweet, adapted expression of the
Gan brand’s positioning. This promise brings form to life the commitment
to customers and is concretely characterise by four fundamental pillars:
advice, availability and responsiveness of tailored solutions, monitoring
over time, this latter being the and foundation for building a relationship of
trust.
 Amaguiz, the pure player brand (100% direct), positioned on innovation at
a competitive price.
Internat ionally, the Groupama brand is exclusively represented through
subsidiaries
The company offers a complete range of insurance and banking and financial
services:
✓ Property and casualty insurance
✓ Life and health insurance
✓ Banking and financial businesses
In France is:
✓ No. 8 general insurer in France
✓ No. 1 agricultural insurer (as % of total premiums)
✓ No. 1 insurer of public authorities (in number of insured municipalities)

89 http://www.groupama.com/en/our -model/3 -brands -to-cover -all-customer -needs/

35 ✓ No. 1 insurer in individual health (in p remium income)
✓ No. 2 home insurer
✓ No. 3 direct insurer with AMAGUIZ (in number of customers)
✓ No. 3 protection insurer
✓ No. 4 motor insurer
✓ No. 4 in group insurance
Internationally is :
✓ No. 2 agricultural insurer in Turkey
✓ No. 2 non -life foreign insurer in China
✓ No. 4 non -life insurer in Hungary
✓ No. 5 insurer in Romania
✓ No. 7 non -life insurer in Italy
3.2. Positionning
“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 41,3 00 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
Groupama90
1. INSURERS
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 momen ts in their life.

90 http://www.groupama.com/en/our -model/insuring -tomorrow -with-confidence/

36 2. 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 pr ogress.
3. CONFIDENCE
Confidence 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, which is decentralised and holds each
entity account able, can only function if mutual confidence takes root and blossoms
between the corporate and decentralised levels. The approach is to the insurance
business, so the Group can focus on the actions on its employees and customers.
Employees need to have con fidence, in the future and in the group. Similarly,
customers – the focus of the Group’s action plans – 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.
3.3 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 Group’s
strategic programme :91
 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 in surance segment;
 very stiff competition;

91 http://www.groupama.com/en/our -model/2014 -2018 -strategy/highly -satisfied -customers/

37  numerous regulatory and fiscal changes (Hamon law, ANI, Solvency II,
etc.);
 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 o pportunity, as long as companies
know how to use it.
3.4 Committed employees
A GROUP DRIVEN BY THE COMMITMENT OF ITS 33,500 EMPLOYEES:
 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
KEY OBJECTIVES TO FOSTER THIS COMMITMENT :
 development and adaptation of employee skills are reinforced to promote
professionalism and mobility as well as personal fulfilment;
 the roles of leadership and management are e mphasised;
 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;
 Llastly, it is vital to maintain and develop the quality of life at work,
particularly through high -quality social dialogue.
KEY PROJECTS
 Encourage employees to express themselves to generate new ideas and
innovative solutions
 Support managers by providing them with information and training tools

38  Maintain the quality of working life and reduce psychosocia l risks
MONITORED INDICATOR
The level of pride in belonging to the Group makes it possible to assess the general
commitment rate among employees.
3.5 Gropama Romania
Building on a strong and genuine set of values, proximity, responsibility and
solidarity, the Group has a strong position on the French market, being the leader
in the insurance and health insurance segment, the second home insurer and the
third insurer au to.
Key Figures for Romania at the end of 2016:92
 One of the leaders of the Romanian insurance market
 1,550 employees
 Gross written premiums worth 932.3 million lei in 2016
 30 million lei profit
 Brand well positioned and recognized by Romanians for ser vice 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
 Over 1,100,000 customers in Romania
 Market leader in the crops and optional housing insur ance, Casco and
Property insurer on the local market
 122 agencies and offices all over the country
 1st place on the insurance line for housing and agricultural insurance, 2nd
place on Casco and Property

92 https://www.groupama.ro/despre -noi/informatii -financiare

39 Chapter 4. Groupama Case Study
4.4 Objectives of the study
The overall aim of the study was to collect and analysis some information ,
experiences and expectations of clients, employers … that where dealing with
insurance companies . Within this broad theme, the research had a number of
specific objectives :
 To learn about the awareness when it comes to recruitment through social
media sites.
 Identify how Romanian users use the social network connects and where.
 Identify the expectations of social networking users about the content and
behavior displayed by the social network.
 Studying the brand expectation.
 Have them in terms of the presence of different brands within this
framework platform .
 To analyse how employer branding creates value and influence in the
labour market as a good employer projected by generating campaigns to
attract potential employees .
4.2 Research Methodology and Model
There are two general types of the research approaches: scientific and
ethnographic. The scientific/objective approach is more concerned with
understanding the general patterns of people’s, organizations‟ and social systems‟
behaviors .The ethnographic /s ubjective approach is analyzing practices more than
theories in greater depth and more at individual level. Moreover, the scientific
studies are based on deductive logic and focused on testing theories and then

40 arriving to the new knowledge rather than cr eating the knowledge in the process of
the research.93
There are a few approaches that can be used to conduct a research. These
are the qualitative and the quantitative methods. Before going into any of the two
approaches it is essential to understand the m eaning of research itself . The two
methods are sometimes used together in a single research which is known as the
“mixing methods”. Before moving on let’s see the meaning for each other:
✓ Quantitative research measures and expresses data in terms of
quanti ty. 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" .94As
quantifiable classification of data can be a complex science, it uses
tools like questionnaires, surveys, statistical models,
technological… etc, are used to gather numerical dat a.
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 classifi ed 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, app ropriate data had to be
collected and processed. According to Maylor and Blackmon (2005)
a suitable way to verify the research hypotheses and capture
opinions, behaviors, attitudes and facts is doing a survey. In a result,
according to sample size and time frame the self -administrated
online questionnaire method was chosen for conducting the survey.

93 https://www.scribd.com/doc/12921323/Social -Media -in-the-UK-MA-Dissertation
94 Scridhar, M.S. (2010) Introduction to Research Methodology: Problem Selection,
Formulationand Research Design

41 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, picture s, 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. Another weakness of t he 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. 95

Research approach: I will be usin g the quantitative approach because I have
developed a questionnaire that can bring information about the customers and
about this company “rating” and status on the online networks.
Primary data : was the theoretical study and presentation that I already did
in the first two chapter of this thesis.
Secondary data : were collected by looking more from the “external “ point
of view of the company, because the information was collected by exploring
projects, journals, articles, and other research materials that I was able to find
online.
Analysis for Groupama social media activity
First I will mention the social networks that the Gropama company is
present on and the report on the last 6 months of activity in the picture below.

95 Charles C. Ragin’s The Comparative Method proposes a synthetic s trategy ,2014 , University of
California Press

42 1.Facebook: https://www.facebook.com/GroupamaRo/
2.Twitter : https://twitter.com/groupama
3.Instagram :https://www.instagram.com /groupama -asigurari
4.Linkedin : https://www.linkedin.com/company -beta/481224/
5.Youtube: https://www.youtube.com/user/GroupamaAsigurari
Figure 4.1 The last 6 month of onlin e acivity

If we look on this chart we see what might be a problem . The online
activity it’s so low for the others social media platform except Facebook.” Now
what can the company do? How should they recruit? How the potential employee
can learn and find about this company ?” will be the questions that will have an
answer s in the next pages of the chapter .

Data analysis : for the research the questionnaire was developed in 3
sections. The questions in the first section ( between 1 -3 ) were designed to gather
general socio -demographic data about the respondents. The sec ond section the
questions between 4 -8 of the questionnaire was design to find out information
Activity %
Facebook
Twitter
Instagram
LinkedIn
YouTube

43 about social media and social networks using in Romania. The third section an
the last one the questions between 9 -19 are designed to find information about
what the customers may look into when it comes to insurance services . In order to
gather necessary data different types of questions were chosen. The closed -ended
question was mostly used in this research in order to gather defined answers. Even
though, in s ome questions the combination of closed -ended and open -ended
question were used in order to leave a possibility for respondents to identify
additional concerns.
Figure 4.2 Research Design

4.3 The Results
The data was collected from Facebook where the questionnaire for Annex
4 was release for the audience . There was 183 questionnaire answered but only
160 were complete. Next I will present the results for the questionnaire for the 3
sections described above on data analysis.
The first part o f the questionnaire section 1 -3 :
 On the first question it was determined that the participants for this
questionnaire were most females .( 93 f/ 67 m) Research approach
•The use of quantitative approach
Research methods
•Intensive research using the case study
Data colletion
•Primary data : theoretical study
•Secondary data : online information about the company
Data analysis
•The questionnaire report

44  On the second question was collected data about the age category , the
main difference that is significa nt is between ages 34 -42 where females
voters where 2 times more than man . ( see table 4.2 )

Table 4.3 Age difference between man and female
Age Males Females
18-25 12 14
26-33 38 42
34-42 14 28
43-53 3 4
>51 0 0

 On the third question I waned to see the level of the education that
participats are in . So in the next table I will submit the information
founded.
Table 4.4 Education gender -age statistic
Education a b c d e f
Gender/Age M F M F M F M F M F M F
18-25 1 1 0 3 4 1 3 7 4 1 0 1
26-33 8 5 2 7 5 4 17 21 5 5 1 0
34-42 0 0 1 2 3 1 8 19 2 5 0 1
43-50 2 1 0 1 1 1 0 1 0 0 0 0
>51 0 0 0 0 0 0 0 0 0 0 0 0

The second part of the questionnaire Q 4 -8:
 On the Q4 I waned to find out how often use social networks . And it’s look
like 53 m and 61 f use social networks more than once a day and even
more 10 m and 18 claim that they use it everyday , now what I find pretty
amazing is that 1 m and 3 female claimed that they use it only once a
month I find that hard to b elieve . I think that if we have to be honest we
use media every single day . The data for this question it’s reveal on table
4.5 below.

45 Table 4.5 Social network access
Answers/Gender M F
Everyday 10 18
More than once
a day 53 61
Once a day 1 5
One a month 2 6
Less than once a
month 1 3
Total 67 93

 Q 5 and Q 6 are related . First I waned to see if people are using media like
me and also on the open place for answer 90% of people mentioned
YouTube . Now what I discovered on Q6 was that if people have to choose
ever to use only 1 social network Facebook is the big winner with 132
answers , the other one were divided between Instagram ( 18) and Twitter
10.
 The Q7 was design to show the purpose of usin g social network . Now
according to the answers only 15 people claim that they use it only for
work purpose , 6 claimed they use to keep in touch with friends , 11 use it
only to get information , 9 for entertainment and 119 people say that they
use it for all ( all the answers were selected) .
 Now in term of the use of this network can be beneficial to the users in the
table 4.6 I will centralize all the data .
Gender/Answers M F
Yes 50 72
No 5 13
Maybe 13 8

The third and the last part of the questionnaire Q 9 -19 :
 It is important to have an insurance today ,you need one for home ,car , life
, pension and so on . On Q9 I waned to find out if the public have already
benefit in any kind of insurance plan , so 137 people already know and
have one and only 23 don’t have one right now .

46  Q 10 purpose was to reveal if the people need any kind of new service this
can be an opportunity for the Groupama to reach new customers or keep the
one that already choose them . 55 people say that they will prefer to have a
life insurance , while 39 think on pension plans , only 21 think on
investment plans , 14 on child plans and 31 people for ta x saving plans.
 Q 11 scope is to reveal what motivate clients to purchase insurance plan
and 31think that advertisement are the ones, 48 believe that the high returns
would be a reason , 12 believe in family responsibilities, 8 would ask
advice from frien ds , 20 would be motivated by the financial advisor and 41
bu the company name , reputation, history…etc
 The table generated by question 12 will reveal the top for insurance agency
.
Table 4.7 The Insurance Companies Top
Answers People
Allianz –
Tiriac, 45
Generali
Romania, 33
Groupama 29
Omniasig
VIG 18
Uniqa 10
Others 2
 Q 13 reveal also that only 29 people have an insurance plan on Groupama
and that the others didn’t try so far they’re services and this leads to Q14
because 131 of the left audience divided by 57 answers of no and 74 for
maybe I the future that means an opportunity for Groupama.
 A critical question in nr 15 because it shows t he public perception for this
entire company. In the table below I will provide the answers.

Table 4.8. Groupama compared to competition
The best
amongst Good
one
29 32
Same as
other Average
46 30

47  On Q 16 , 23 people say they won’t recommend this company to others,
meanwhile 84 say they will probably recommend it to others and 53 think
that maybe in the future they will tell friends to invest in Groupama .
 I think that it was important to know from where the audience find out
about this company so the answers for the Q 17 are the fallow:

Table 4.8 Sources for information
Family Friends TV Radio Newspapers Social
networks
18 27 33 8 4 67

 Now at the end of the questionnaire on Q18, 23 people don’t want to know
any information relating with this company and 137 seems interested on it.
 Q 19 was design to find out if people would care to work for a company
like this and only 22% of the people say they will be interested to work for
Groupama. This means that ma ybe people have better job or it can mean
that the company should work more on the recruitment process .
Before moving on the final thoughts about this thesis I would like to bring into
our attention the SWOT Analysis for this company . This SWOT Analysis of
Groupama provides a strategic analysis of the company's businesses and
operations. This analysis shows strengths, weaknesses, opportunities and threats
and it can provide a competitive advantage.
STRENGTHS:
1.Ensuring the availability of the resources needed to start the new de -function
cycle:
 HR: High number of employees salary level
 Social resources : Good cooperation
 Natural Resources : The bakery was the headquarters of the Gruupama Cluj
headquarters
 Material resources : Computers
 Sources of in formation: Collaboration with Groupama France

48  Financial resources : The projects supported by the main company
2.Provision and contracting of assortments: adopt a strategy based on service
quality – permanent analysis customer selection .
3. Organizing / reorganizing the information:
 management: ambitious and competent employers , specialized trainings .
 technical: modern equipment
4. Positioning in the market: Groupama is known in 14 countries.
5. Assimilate the performance of the same competitive assort ment: assimilation
of new equipment and programs, the quality of the products offered is guaranteed.
6. Achieving resource performance in defunct cycles:
 analysis of the demand depending on the period, terms, clauses
 research of potential clients
 the quality of the persistence of the agents
 costing at the level of the market and the future
 selection of the human resource from the experience
 establishing the commissions
7. Production of assortments :depending on the needs of everybody there ar e
still various types of insurance.
8. Sell performance: the assortments covered cover part of the insurances and
the customer's needs – the prices are related to the included and attractive features
in the competition with the competition – the uniqueness of the products.
9. Self -Financing: reinvested profit.
10.Potential clients, attractive offers ,payment terms of choice: monthly,
semester, quarterly, yearly.

49 11. Competitive Managerial Pow : management team with the experience,
efficient leadership, pay according to performance, efficient communication.
WEAKNESS:
 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: attra cting 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.

50  Attraction can be done by lowering the costs.
 Strategic partnerships.
 Maintaining a goof relationships with important clients.
 Performance e quipment 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 .
 Material resources: – the impossibility of performi ng the activity without
performing computers .
 Existence of competitive firms that offer same services at a lower cost .
 Lack of customer satisfaction with current products.
 Criteria for selecting potential customers are so demanding.

51 Chapter 5 . Final Conclusions

5.1 Conclusions
First I think this study provided information for more issues. If a company
is adopting social media in employer brand communication they can reach more
audience , also they can create interaction between audience and the brand. I’m
only a student and I was able to find this kind information about the company only
using a questionnaire . Social media in employer branding can be a “listening
tool”. The main benefit for this is that as company you have a way to listen your
audience, clients, competition and so on. That was the main purp ose for the
questionnaire too listen to the audience and see what this company represent to
them .Of course using social media in employer brand communication has many
advantages but it also have his challenges. The research had identified the general
consumer profile within the Romania market. In general consumers prefers the
competitor services Allianz -Tiriac ,rather than company that I did research on .
What I founded relevant for this was the customer perception . Why ? I actually
find that this company is on the 3 place when it comes to customers preferences.
Second I do believe a more effective branding can be made by the
employees. Now the problem that I noticed in here is the time spend on social
media because is consuming and also complicate , also the information you can see
as a company also is reveal for your competition the difference is what you do with
the information . Also using in social media is difficult to remove fear and build
trust .Social media is a trend that have grown so much in the last year and in the
future it would grow even more . The better way to expand and make your brand
known is by us ing the materials that you already have , that means the current
employees , they already know the brand , what it means , what it represent and
this is also cost -effective. Moreover in the questionnaire I have seen information

52 that had shown us that ever ybody is using social media at least one time in a day so
let’s find a way to profit from one of the biggest advantages provided that is the
direct communication with anyone everywhere and anytime . One concern may be
that employees may over -use social media at work and are not able to keep
balance between personal life and professional , but for this o ne solution could be
utilizing an employee advocacy platform , that can manage the content on social
media and employees can save much more time to decide what content should be
shared on their own social network.
Also I do beli eve that it is very IMPORTANT to find a way to measure
effectiveness of using social media at work. One of the most popular metrics that
can be use in this company is the “ engage ment rate “ . In ma ny cases, social pay –
per-click is used to indicate the value earned by employee advocacy. For example
for Facebook engagement rate have the next equa tion:
𝐸𝑛𝑔𝑎𝑔𝑒𝑚𝑒𝑛𝑡 𝑅𝑎𝑡𝑒 =𝑃𝑒𝑜𝑝𝑙𝑒 𝑤ℎ𝑜 𝑙𝑖𝑘𝑒 ,𝑐𝑜𝑚𝑚𝑒𝑛𝑡𝑒𝑑 ,𝑠ℎ𝑎𝑟𝑒 𝑜𝑟 𝑐𝑙𝑖𝑐𝑘 𝑡𝑜 𝑦𝑜𝑢𝑟 𝑝𝑜𝑠𝑡
𝑃𝑒𝑜𝑝𝑙𝑒 𝑤ℎ𝑜 𝑠𝑎𝑤 𝑦𝑜𝑢𝑟 𝑝𝑜𝑠𝑡 (𝑜𝑟 𝑝𝑜𝑠𝑡 𝑟𝑒𝑎𝑐 ℎ)
5.2 Suggestion
The first suggestion for further research is studying this topic in a lar ger
range of organizations to compare the employer branding process in social media
at different organizational levels that means a exploration of Internal branding. I do
believe that external branding have a big impact on the company but before
moving to anything else the company should try to answers the following
questions :
 Who is your target audience?
 Which platforms are you planning to use?
 What content are you developing?
 What type of experience are you creating?

53  How are you different from your competitors ?
 How easy can be navigating between pages?
 Are you showing your culture in pictures and videos, or simply
writing about it?
 Would you apply for a job if you will be looking from outside based
on the information on site?
 Which channels are you using to promote your employer brand?
 Are these channels appropriate for the types of candidates you're
trying to appeal ?
 What content is charming the audience?
 What type of data are you collecting to enhance your hiring process,
and how are you measuring the candidate experience?
 Are there gaps in communication and collaboration between all
parties involved in hiring ?
 Are there any tools or assessments you can eliminate to help
streamline different processes?
 Are your job descriptions consistent in terms of content, quality and
voice?
 Are your job descriptions compelling enough to help candidates
screen themselves out regarding qualifications or culture fit?
 How easy is it to apply for a job on your site?
 How long does your entire hirin g process take?What changes can
you implement to improve your hiring speed and quality of hire?
 What kinds of feedback are you gathering from candidates to
improve your overall candidate experience and hiring process?

54  What are your competitors doing well on their career sites and
employer brand channels and with content and their hiring
processes?
 What do their employer brand strategies look like overall?

It is essential to mention that the original employer brand process is a lot
different from employer brand communication in social media. For that reason, the
last suggestion for further research is to describe and explain the main difference
between these two processes, and it would be interesting to compare how
psychological contract can be seen in thes e two concepts of employer brand.
The growth of social media properties forces marketers to consider new
tools in approaching the postmodern consumers. This research showed that the
consumers welcome company’ s initiatives to communicate through Social med ia
networks can be used successfully as the new tools in marketing communication
mix. Even though, as this research just tested the theory that that social media is
effective marketing tool and channel, the further, possibly qualitative, research is
needed in order to understand the effectiveness of every tool on the consumer’s
behavior.

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 http://unpan1.un.org/intradoc/groups/public/documents/UN/UNPAN02181
4.pdf
 http://vintaytime.com/premium/social -networking -websites/
 http://www.academia.edu/959458/Social_Media_Get_Serious_Understan di
ng_the_Functional_Building_Blocks_of_Social_Media
 http://www.acas.org.uk/media/pdf/0/b/The -use-of-social -media -in-the-
recruitment -process.pdf
 http://www.bpir.com/social -media/menu -id-71/expert -opinion.html
 http://www.businessdictionary.com/definition/emp loyer.html
 http://www.businessinsider.com/how -twitter -was-founded -2011 -4

58  http://www.businessinsider .com/pinterest -founding -story -2012 -4
 http://www.businessnewsdaily.com/7832 -social -media -for-business.html
 http://www.diva -portal.org/smash/get/diva2:430935/fulltext01
 http://www.fhnw.ch/wirtschaft/dienstleistung/studierendenprojekte/olten/bi
sherigeprojekte/projektarbeiten/projektarbeiten -2012/pdf/embra
 http://www.fhnw.ch/wirtschaft/dienstleistung/studierendenprojekte/olten/bi
sherige -projekte/projektarbeiten/projektarbeiten -2012/pdf/embra
 http://www.furtherfield.org/blog/yenooi/cyber -euthanasia
 http://www. groupama.com/en/our -model/2014 -2018 -strategy/highly –
satisfied -customers/
 http://www.groupama.com/en/our -model/3 -brands -to-cover -all-customer –
needs
 http://www.groupama.com/en/our -model/3 -brands -to-cover -all-customer –
needs/groupama -real-life-insured/
 http://www.groupama.com/en/our -model/insuring -tomorrow -with-
confidence/
 http://www.international -careers.com/en/pros -cons-social -media -employer –
branding -recruitment
 http://www.investopedia.com/terms/b/brand -identity.asp
 http://www.iosrjournals.org/iosr -jbm/papers/Vol17 -issue11/Version –
1/C0171111215.pdf
 http://www.makeuseof.com/tag/10 -incredible -vk-facts-you-should -know –
aka-russias -facebook/
 http://www.marketing -tribe.ro/nevoia -de-employer -branding -in-romania –
interviu -louisa -olar-targul -de-cariere/
 http://www.referenceforb usiness.com/history2/48/Groupama -S-A.html
 http://www.socialmediaexaminer.com/26 -ways -to-create -engaging -content/
 http://www.socialmediatoday.com/content/ultimate -history -facebook –
infographic
 http://www.tronviggroup.com/the -difference -between -marketing -and-
branding/
 https://aytm.com/blog/research -junction/brand -equity -basics -1/
 https://blog.hubspot.com/blog/tabid/6307/bid/34180/30 -Terrible -Pieces -of-
Social -Media -Advice -You-Should –
Ignore.aspx#sm.00002c9mo4dz5dy0xnp126l8itl6n

59  https://brandascension.com/produ ct/brand -strategy -session/
 https://business.linkedin.com/talent -solutions/recruiter
 https://de.slideshare.net/TSystemsMMS/digital -employer -branding -bei-der-
deutschen -telekom
 https://en.wikipedia.org/wiki/Employer_branding
 https://en.wikipedia.org/wiki/Facebook_Messenger
 https://en.wikipedia.org/wiki/Google%2B
 https://en.wikipedia.org/wiki/Groupama
 https://en.wikipedia.org/wiki/Instagram
 https://en.wikipedia.org/wiki/Tumblr
 https://en.wikipedia .org/wiki/Web_2.0
 https://gupea.ub.gu.se/bitstream/2077/32661/1/gupea_2077_32661_1.pdf
 https://makeawebsitehub.com/social -media -sites/
 https://ourstory.linkedin.com/
 https://phrasee.co/the -history -of-youtube/
 https://thesocialrecruiter.net/category/employer -branding -2/
 https://www.brandwatch.com/blog/discover -measure -brand -associations/
 https://www.business.qld.gov.au/running -business/marketing –
sales/marketing -promotion/strategy
 https://www.groupama.ro/despre -noi/informatii -financiare
 https://www.impactbnd.com/blog/the -difference -between -facebook -twitter –
linkedin -google -youtube -pinterest
 https://www.inc.com/guides/2010/04/social -media -recruiting.html
 https://www.learningnetwork.ro/articol/recrutarea -de-personal -prin-
intermediul -retelelor -de-socializare/1830
 https://www.lever.co/blog/how -to-use-social -media -for-employer -branding
 https://www.lifewire.com/top -social -networking -sites-people -are-using –
3486554
 https://www.linkedin.com/pulse/ultimate -guide -linkedin -2016 -moving –
forward -brooks -briz
 https://www.managementstudyguide.com/employer -branding.htm
 https://ww w.reddit.com/r/history/

60  https://www.researchgate.net/publication/265379751_EMPLOYER_BRAN
DING_OBJECTIVES_CHANNELS_AND_PERFORM ANCE_INDICAT
ORS
 https://www.researchgate.net/publication/290190576_Social_Media_Intera
ctions_and_Online_Games_ –
_Building_up_New_Human_Relationships_in_Danube_Region
 https://www.scribd.com/doc/12921323/Social -Media -in-the-UK-MA-
Dissertation
 https://www.scribd.com/doc/234939021/Corporate -Reputation -pdf
 https://www.scribd.com/document/35298807/Employer -Branding -At-Tcs
 https://www.scribd.com/document/58521392/17 -1835 -Trad emarks -Advt –
and-Brand -Mgt-Chap -1
 https://www.searchenginejournal.com/corporate -branding -right/96041/
 https://www.shrm.org/hr -today/news/hr -news/Documents/08 –
0335_BenefitsSR_FINAL_.pdf
 https://www.slideshare.net/CharlesCotter/competencybased -recruitment –
and-selection -interviewing -cbi-skills
 https://www.slideshare.net/Gbnenro/arranged -project
 https://www.slideshare.net/MichaelWalker140/positioning -your-employer –
brand -hiring -tips
 https://www.thebalance.com/how -do-companies -recruit -employees –
2062 874
 https://www.weforum.org/agenda/2017/03/most -popular -social -networks –
mapped/

61 Annex 1

Source: https://www.slideshare.net/CharlesCotter/competencybased -recruitment -and-selection –
interviewing -cbi-skills

62
Annex 2

Source:
https://www.researchgate.net/publication/265379751_EMPLOYER_BRANDING_OBJECTIVES_
CHANNELS_AND_PERFORMANCE_INDICATORS

63
Annex 3

Sourc e: http://thesocialworkplace.com/2016/03/how -to-measure -so-you-can-manage -your-
employer -brand/

64 Annex 4
Questionnaire
Hello I am a student at the University of “Dunarea de Jos” from Galati . I
want to do a market study for Groupama insurance company. I assure you that the
details which are to be submitted below will be used only for the academic
purpose. Your opinion would be a real help so please f ill out this questionnaire. It
will only take 10 -15 minutes.
1.Are you :
a) M b) F
2. You fall into the age category:
a) 18 -25 years b) 26 -33years c) 34 -42 years d) 43 -50 e)Over 51 years
old.
3.The last graduate school:
a) High school degree o r less
b) Associate degree
c) Some college education
d) Bachelor degree
e) Master degree
f) Doctorate
4. How often do you use social networks?
a) Everyday
b) More than once a day
c) Once a day
d) Once a month

65 e)Less than once a month
5. What kind of social networks do you use most of the time? ( can be multiple
answers)
a) Facebook b) Instagram c)LinkedIn d) Twitter e) Others:
6. If you have to choose between only one social network which one would you
pick?
a) Facebook b) Instagram c) Twitter d)LinkedIn e) Others :
7. For what purpose are you using social networks ? ( multiple answers )
a) Work purpose
b)To keep in touch with your friends
c)Entertainment
d) Information ( news ..etc )
e) Others (name):
8. Do you think th at it is beneficial to use this kind of networks?
a) Yes b) No c) Maybe
9. Do you have investment/ insurance plan on your name?
a) Yes b) No
10.What kind of insurance plan would you prefer to purchase at this stage?
a) Life Insurance
b) Pens ion Plans
c) Investment Plans
d) Child Plans
e )Tax saving plans
11. What motivates you to purchase insurance plan?
a)Advertisements

66 b)High Returns
c) Family responsibilities
d)Advice from friends
e) Financial advisor
f)Company ( name , brand, history )
12. In what comany you already have an insurance plan and if you don’t in which
one would you like to have ?
a)Allianz -Tiriac,
b)Generali Romania,
c)Groupama,
d) Omniasig VIG
e) Uniqa;
f) others (name) :
13.Do you have any insurance plan in Groupama Insurance?
 a) Yes b) No
14. Would you like to purchase any services from Groupama Insurance?
a) Yes b) No  c) Maybe in future
15. How do you compare Groupama Insurance with other Company?
a) Same as other b)Average c) Good one d) The best amongst
16. Would you recommend others to choose Groupama Insurance services ?
a) Yes b) No c) Probably
17. From where you know about this company?
a) Family
b) Friends
c) TV

67 d) Radio
e) Newspapers
f) Social networks ( Face book, Twitter…etc)
18. Would you like to hear more online about Groupama company and they're
services?
a) Yes b)No
19. If the Groupama company would have a job available would you like to work
for them?
a) Yes b)No

Thanks for your time