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Expectations for young job applicants’ digital identity related to company’s social media brand development strategies

ABSTRACT It is common for SMEs to include their employees’ social media image and followers in their brand development strategy. Thus, they consequently also make the social media image and followers of prospective employees’ part of their recruitment strategy. However, most students have not yet noticed this trend and are primarily focusing on goals set by their education programmes without focusing on the potential marketability of their own social media image. To address this gap, we conducted a literature review and interviewed representatives from recruiting companies. Our findings reveal that growth-oriented companies seek applicants with an excellent individual brand image because they perceive it as an indication for future gains in this regard. Moreover, we also found that companies should support new applicants’ skills in their orientation process, especially social media branding because it will help them align with the company’s brand vision.