{"id":3652,"date":"2024-12-12T11:29:02","date_gmt":"2024-12-12T11:29:02","guid":{"rendered":"https:\/\/www.medianet.hr\/?p=3652"},"modified":"2026-08-19T15:02:28","modified_gmt":"2026-08-19T15:02:28","slug":"drustvene-mreze-mogu-oblikovati-ili-narusiti-employer-branding","status":"publish","type":"post","link":"https:\/\/www.medianet.hr\/en\/drustvene-mreze-mogu-oblikovati-ili-narusiti-employer-branding\/","title":{"rendered":"Dru\u0161tvene mre\u017ee mogu oblikovati ili naru\u0161iti employer branding"},"content":{"rendered":"
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Dru\u0161tvene mre\u017ee mogu oblikovati ili naru\u0161iti employer branding<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Dru\u0161tvene mre\u017ee postale su klju\u010dan \u010dimbenik u employer brandingu i oblikovanju percepcije poslodavaca. Dok tvrtke sve \u010de\u0161\u0107e provjeravaju profile potencijalnih zaposlenika, isto rade i kandidati. \u010cak 68% osoba koje tra\u017ee posao istra\u017euje prisutnost potencijalnog poslodavca na dru\u0161tvenim mre\u017eama prije slanja prijave, a 55% odustaje od prijave nakon \u010ditanja negativnih<\/strong> recenzija o tvrtki. Ovi podaci jasno ukazuju na va\u017enost izgradnje sna\u017enog i pozitivnog brenda poslodavca.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Pomo\u0107u Metricoma, Media netove platforme za pra\u0107enje i analizu dru\u0161tvenih mre\u017ea, prikupili smo i analizirali razgovore na dru\u0161tvenim mre\u017eama koji se odvijaju izme\u0111u zaposlenika i brendova. Podaci potvr\u0111uju da su dru\u0161tvene mre\u017ee promijenile na\u010din na koji se gradi employer branding: 69% zaposlenika pi\u0161e recenzije o biv\u0161im poslodavcima na internetu<\/strong>. Takvi komentari, bilo pozitivni ili negativni, brzo privla\u010de pa\u017enju. Oni oblikuju percepciju javnosti mnogo vi\u0161e od bilo kakve ugla\u0111ene kampanje poslodavca.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u201eZadovoljni zaposlenici mogu biti va\u0161i najsna\u017eniji ambasadori. Kada dijele pozitivna iskustva na internetu, to ja\u010da va\u0161 brend vi\u0161e nego korporativna komunikacija\u201c ka\u017ee Danijela Vagan Balabani\u0107<\/strong>, direktorica Media neta.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Pozitivne recenzije zaposlenika imaju 561% ve\u0107i doseg<\/strong> od korporativnih poruka i ja\u010daju autenti\u010dnost brenda. Negativni komentari, me\u0111utim, mogu brzo postati javni i zna\u010dajno utjecati na percepciju tvrtke. Osim toga, 70% ljudi vjeruje preporukama pojedinaca vi\u0161e nego korporativnim porukama.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Jedan od izazova je to \u0161to ljudi rijetko provjeravaju to\u010dnost informacija koje nai\u0111u na dru\u0161tvenim mre\u017eama, osobito ako ih dijele prijatelji ili poznanici. \u010cak 86% korisnika ne provjerava istinitost sadr\u017eaja na internetu<\/strong>. Dakle, ako netko ka\u017ee ne\u0161to neto\u010dno o va\u0161oj tvrtki, brzina reakcije je klju\u010dna. \u0160to du\u017ee \u010dekate s odgovorom, te\u017ee \u0107e biti ispraviti dojam.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Pra\u0107enje onoga \u0161to ljudi govore o va\u0161oj tvrtki na dru\u0161tvenim mre\u017eama mo\u017ee biti zahtjevno. U tome poma\u017eu platforme za pra\u0107enje dru\u0161tvenih mre\u017ea, kao \u0161to je Metricom. Oni prate online razgovore i pru\u017eaju vrijedne uvide u to kako ljudi percipiraju va\u0161 brend.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u0160to sve mo\u017eete analizirati pomo\u0107u Metricoma: <\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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  • Sentiment<\/strong>. Jesu li spominjanja pozitivna, negativna ili neutralna? Iako su pozitivne recenzije idealne, velike tvrtke ponekad \u0107e se suo\u010diti s kritikama. To je normalno i \u010desto neizbje\u017eno.

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  • Uloga<\/strong>. Govore li ljudi izravno o va\u0161em brendu ili ga spominju usputno? Velik broj izravnih spominjanja mo\u017ee zna\u010diti da ti ljudi imaju sna\u017ene stavove \u2014 bilo pozitivne ili negativne \u2014 koji su povezani s odre\u0111enim doga\u0111ajem.

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  • Popularne rije\u010di<\/strong>. Koje rije\u010di se naj\u010de\u0161\u0107e koriste kada ljudi govore o va\u0161em brendu? Izradite oblak rije\u010di (word cloud) kako biste identificirali \u010deste asocijacije i vidjeli kako va\u0161u tvrtku percipiraju sada\u0161nji i potencijalni zaposlenici.

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  • Tip spominjanja<\/strong>. Spominje li se va\u0161 brend vi\u0161e u objavama, prenesenim objavama ili komentarima? Razumijevanje konteksta razgovora mo\u017ee vam pomo\u0107i da u\u010dinkovito reagirate.

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  • Geografija<\/strong>. Ako zapo\u0161ljavate u razli\u010ditim regijama ili me\u0111unarodno, va\u017eno je znati kako ljudi percipiraju va\u0161 brend na odre\u0111enim lokacijama. Pra\u0107enje dru\u0161tvenih mre\u017ea poma\u017ee vam prilagoditi strategiju poslodava\u010dkog brenda lokalnim potrebama.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Usavr\u0161avanje brenda u vrijeme dru\u0161tvenih mre\u017ea <\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Informacije na dru\u0161tvenim mre\u017eama \u0161ire se brzo. Va\u0161a mo\u0107 le\u017ei u tome da ih pratite i pretvorite u prednost. Brzo odgovarajte, poka\u017eite da slu\u0161ate i pretvorite svoje zaposlenike u istinske ambasadore. Izgradnjom imid\u017ea otvorenog i pravednog poslodavca ne\u0107ete samo upravljati svojom reputacijom \u2013 privu\u0107i \u0107ete i zadr\u017eati vrhunske talente, poma\u017eu\u0107i svojoj tvrtki da napreduje.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

    Dru\u0161tvene mre\u017ee postale su klju\u010dan \u010dimbenik u employer brandingu i oblikovanju percepcije poslodavaca. Dok tvrtke sve \u010de\u0161\u0107e provjeravaju profile potencijalnih zaposlenika, isto rade i kandidati…<\/p>","protected":false},"author":1,"featured_media":3684,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"ocean_front_end_style_editor":"no","ocean_post_layout":"full-screen","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"on","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[14],"tags":[],"class_list":["post-3652","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-mn","entry","has-media"],"yoast_head":"\nDru\u0161tvene 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