Corporate Influencer Marketing. Introductory Research and its Applicability as a Recruitment Tool (PDF)

Seminar paper from the year 2022 in the subject Leadership and Human Resources - Employer Branding, grade: 1,0, University of Cooperative Education Ravensburg, course: International Human Resource Management, language: English, abstract: This paper investigates the effectiveness of corporate influencer marketing as a recruitment tool within the realm of employer branding. Faced with challenges such as talent shortages and the impact of COVID-19, organizations are seeking innovative approaches to attract and recruit talent. The research focuses on problem statements, objectives, and methodological approaches, delving into the challenges and opportunities associated with corporate influencer marketing. Key performance indicators (KPIs) are identified as crucial metrics for measuring success in this approach. The international context is explored, emphasizing the need for tailored employer branding strategies to accommodate cultural differences. In conclusion, the paper suggests that, when implemented strategically, corporate influencer marketing serves as a viable and sustainable recruitment tool, offering opportunities for authentic engagement and differentiation in the competitive job market.