Tihana Babić

By Tihana Babić

Social media enable students to learn in a way that is adapted to them; they started a virtual life on social media when they were growing up and do not know a world where computers, mobile phones, and social media do not exist. However, as numerous research showed before the COVID-19 pandemic, it is not them who are hesitating, but teachers and higher education institutions. The results of research conducted in 2019 and presented in this chapter showed that a positive impact on the teachers’ use of social media for higher education purposes could have higher education institutions through the implementation of education for both teachers and students on the use of social media. The results of research conducted in 2021 showed that teachers consider easier and faster access to information, when and where it is needed, as the most important characteristic of social media usage for higher education purposes during the COVID-19 pandemic. Even before the COVID-19 pandemic and especially since, social media’s impact on society has caused changes that necessitate a shift in the educational worldview from one that is rooted in the past to one that is forward-looking and progressive.

Part of the book: Higher Education

By Matea Cvjetković and Tihana Babić

Employer branding is becoming a crucial talent management and communications strategy in many organizations today, given the importance of human resources as the most significant intangible asset of the company. In order to attract, recruit, and retain skilled employees, many companies systematically and proactively implement employer branding programs aimed at their existing and potential future employees. This can be challenging for small and medium-sized enterprises (SMEs) since their HR and marketing departments lack well-established processes, which can affect the commitment of employees. Thus, the aim of this research was to investigate the impact of five employer brand dimensions on affective organizational commitment, as the strongest type of organizational commitment. Data for the study was collected from 104 respondents employed in SMEs in Croatia and was empirically analyzed by applying the PLS-SEM method. The findings of the study showed that application and interest values positively influence affective organizational commitment, outlying the importance of knowledge transfer, workplace creativity, and innovation in a customer and humanitarian-oriented environment, as crucial elements for achieving affective organizational commitment. The research contributes to the existing literature on employer branding for SMEs operating in developing countries and provides guidance to owners and managers when building successful employer brands within their organizations.

Part of the book: Organizational Culture