Hur revisionsbyråer använder sig av sociala medier vid rekrytering - Fallstudier av Grant Thornton och Ernst & Young
Accounting firms operate in environments with high competition for graduates and students today expect employers to be present on Facebook and the like. We aim to describe whether two major accounting firms use social media in their graduate recruitment. We chose to do case studies of Grant Thornton and Ernst & Young and how they use social media channels aimed towards graduates. Through a through study of how the two companies communicated through various social media, we concluded that Grant Thornton was significantly better than their larger competitor at social media use. Both companies use Facebook as their main communication channel. Both mainly use it to promote events where it's possible to meet company representatives. In Grant Thornton's case, it increases their employer attractiveness, whereas Ernst & Young's use has little or no effect on their employer attractiveness. Social media is part of the company's recruitment efforts, but mainly because recruitment is a part of employer branding. We also make several recommendations for how companies should use social media: having a clear strategy; do it yourself; quality before quantity and; use the dialogue possibilities.