The Synergy of Cross-Platform Content Creation in Employer Brand Communication

Runqi Lin

doi:10.71222/9cve1k40

Authors

Runqi Lin College of Communication, Boston University, Massachusetts, 02215, USA Author

DOI:

https://doi.org/10.71222/9cve1k40

Keywords:

cross-platform content creation, employer brand communication, synergistic effect, brand awareness, brand appeal

Abstract

With the proliferation of social media, recruitment platforms, and corporate websites, cross-platform content creation has emerged as a key strategy for enhancing employer brand promotion. This study investigates the synergistic effects of cross-platform content creation in employer brand communication, examining how collaboration across multiple platforms can expand brand awareness, strengthen brand value, and improve employee recognition. A synergy model of cross-platform communication is developed, elucidating the interaction mechanisms among diverse platforms, and its effectiveness is validated through case analyses. The findings indicate that cross-platform content creation not only optimizes brand communication strategies but also facilitates comprehensive diffusion of the employer brand image, offering both theoretical insights and practical guidance for enterprises seeking to enhance their employer branding initiatives.

References

1. B. Song, and X. Lan, "Meeting consumers' expectations: Exploring corporate social advocacy communication in China," Sustainability, vol. 14, no. 4, p. 2385, 2022. doi: 10.3390/su14042385.

2. E. Piard, "Brand Management in Cultural Institution," 2024.

3. O. Adewole, "'Leveraging on CSR as a tool of brand communication based on consumer's perception with extrapolation from a novel 3-factor model," International Journal of Corporate Social Responsibility, vol. 9, no. 1, p. 16, 2024. doi: 10.1186/s40991-024-00101-2.

4. N. Herawati, N. Rohmah, F. D. Hutagalung, and S. Bulut, "Model of brand image jamu Madura through product knowledge, brand communication and packaging attractiveness," In BIO Web of Conferences, 2024, p. 01046. doi: 10.1051/bioconf/202414601046.

5. A. Xu, "The application and influence of online marketing in brand communication: A case study of Starbucks," In SHS Web of Conferences, 2024, p. 02005. doi: 10.1051/shsconf/202420702005.