EMPLOYER BRANDING IN SOCIAL MEDIA: A QUALITATIVE ANALYSIS ABOUT DENIZBANK AND BANK OF AMERICA GLOBAL CAREERS TWITTER ACCOUNTS

Abstract

The big data that emerges in the digitalizing world and the part of this data that contains human resources inevitably leads businesses to social media and the analysis of the data flowing from social media. At this point, it becomes important for enterprises to accurately analyze the trends of their current employees and potential employee candidates within the scope of the employer brand and to obtain the necessary data for these analyzes. In our study, the interactions with the users of Twitter accounts used by two companies, Denizbank and Bank of America, and their relationships arising from the interaction, were analyzed using the content analysis method. Within the scope of employer branding strategies of the enterprises included in the study, it was aimed to guide other researchers within the framework of analyzing the social media usage patterns through the R programming language. Research findings have shown that optimization based on accurate data analysis has a positive effect on the performance of Twitter accounts in terms of interaction and followers. In the opposite case, it was found that there were losses in the interactions, although not in the number of followers