Kształtowanie marki i wizerunku pracodawcy w wirtualnych sieciach społecznych

The influence of the social media phenomenon on organizational functioning (including human resource management) is increasing. One of the key issues in the new media environment is a dynamic development of virtual social networks. This article explores the subject of employer branding in the context of on–line networking. Employer branding activities on social networking websites seem to be at a very experimental stage at this moment. For this reason the article focuses on reviewing and verifying existing rules of employer branding in virtual networks. Rules that can be found in marketing and HR literature are described. Whether these theoretical rules are present in organizational practice (one social networking website—Facebook—is considered) is then verified. The result of this analysis is a set of directions that can serve as a base for further research and best practice development in the field of employer branding on social networking websites.