The Role of Social Media Metrics in the Construction of Employer Brands for Small and Medium-Sized Enterprises

In the context of information technology data transmission, social media has gradually become an important platform for small and medium-sized enterprises to shape their employer brand. Measuring the effectiveness of promotion and consumer response through social media data is an important approach, providing a basis for quantifying brand influence and adjusting operational strategies for small and medium-sized enterprises. Consistent tracking of metrics such as content exposure, user interaction, conversion paths, and emotional feedback can support corporate brand building and enhance social awareness of brand identity. This article mainly analyzes the development of an indicator system, its practical path application, and effectiveness evaluation, aiming to explore how to leverage social media data to build employer reputation and provide strategic insights for small businesses to enhance brand appeal and recruitment performance.