Global and demographic changes and increase in competition between companies make it increasingly difficult for the companies to recruit and keep talented and qualified personnel, which makes employer branding via social media very important. Therefore, the aim of the thesis is to develop a strategy for the use of social media, which successfully positions the international employer “Ronal Group AG” in the global labour market.

This thesis is divided into six sections. First is the introduction including aim of thesis and outline. Continually, theoretical background of social media and employer branding would be discussed. We also considered the current situation within the company in the next section. With information from company and literature review, we conducted qualitative research in order to create social media employer branding concept for the Ronal Group AG. And in the last section, we discussed the conclusion of our result, the limitations and further research.

The theoretical background, current situation of Ronal Group AG and the analysis of qualitative research were specificially provided. With social media employer branding concept for Ronal Group AG, objectives and target audience were defined, contents and communication channels were suggested, implementation guidelines and channel design for each channel were specificially provided and an integration with currently used employer branding tools offered. The analysis and the developed strategy of the Ronal Group AG demonstrated how successful employer branding can be achieved and what factors and aspects according to the employer value proposition have to be considered. This concept has highlighted the social media employer branding opportunities for the Ronal Group AG and created a campaign design that can help the company achieve its goals. If the Ronal Group AG realises the suggested strategy it will have the opportunity to position itself on the global market and attract new talent through employer branding activities on social media platforms.