Human Resources: Web 2.0 as the Ultimate Expression of Employer Brand

Web 2.0— the interactive, collaborative Internet characterized by social media (e.g., blogs, Facebook, etc.)— is changing the way we recruit, employ and work with people. Employer branding— communicating the relationship an organization has with its workers— has already had significant impact on employment. Combine the two and you have a potent, dynamic mixture that will challenge employers in ways we are only beginning to understand. This webcast will explore the facets of Web 2.0 and how you can harness them to ensure you attract and retain the best talent.

Web 2.0 marks the “second coming” of the Internet. The first iteration saw the digitization of information and establishment of infrastructure throughout the world. The second generation represents the move to the Internet as a platform, a virtual place for collaboration and socializing. This represents an even more fundamental change in how we work. Instead of communications and content being pushed to the Web user from “publisher” (i.e., Web site host, Internet Service Provider or organization), content is generated and shared among the users. Employer branding has become a hot topic in business over the last decade as organizations realized that their reputations had direct impact on their ability to quickly and efficiently recruit talent. As the workforce contracts relative to the population due to the retirement of the Baby Boom cohort, it is more important than ever to be perceived as a desirable place to work. Instead of relying solely on job boards or corporate Web sites for information, however, more job seekers seek out the experiences and opinions of their peers when considering where to work. This webcast will introduce you to the elements of Web 2.0 and explain why employers can no longer control their employer brands but only influence their perceptions in this new marketplace.

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