Employer branding: employer attractiveness and the use of social media

TLDR

The study investigates which employer branding factors, especially the use of social media, should be prioritized to enhance recruitment effectiveness. Using electronic questionnaires from 366 students at three Norwegian engineering schools, the authors tested the EmpAt scale and examined how its dimensions and social media use relate to corporate reputation and job‑application intentions. The study found that innovation, psychological, and application values, along with social media use, boost corporate reputation and job‑application intentions, with psychological value being the strongest direct predictor, and that the EmpAt scale requires revised dimensions.

Abstract

Abstract Purpose The aim of this study is to investigate which factors employers should focus on in their employer branding strategies. The present study tested the employer attractiveness scale (EmpAt) and analysed relationships between dimensions in this measurement scale and the use of social media in relation to corporate reputation and intentions to apply for a job. Design/methodology/approach Electronic questionnaires were distributed to students at three higher education institutions in Norway. The proposed model is analysed on the basis of 366 responses related to three well-known Norwegian engineering firms. Findings The results indicate that several employer attributes are positive for corporate reputation, which again is related to attraction of potential employees. Specifically, the results suggest that innovation value, psychological value, application value, and the use of social media positively relate to corporate reputation, which in turn is positively linked to intentions to apply for a job. Psychological value, which is the strongest predictor, is also directly related to intentions to apply for a job. Furthermore, the validation of the EmpAt scale resulted in different dimensions than in the original study. New dimensions and a re-arrangement of indicators are proposed. Originality/value The research is original in the way it combines employer branding and social media, and this will be of value to employers in their recruitment processes.