Employer Branding on Social Media – the Impact on Job Seekers’ Behaviour in the 2020s

Abstract

In today’s digital age and world, social media has become an integral part of daily life, influencing various aspects of personal and professional behaviour. Attracting and retaining skilled employees has become an increasingly important and vital effort for companies to survive in today’s competitive labour market. This thesis explored the role of employer branding on social media and its impact on the behaviour of job seekers. Social media platforms have evolved to offer companies unique platforms to promote and build communities around their brand identity, culture, and values. For job seekers, these platforms serve as a vital source of information when evaluating potential employers.

Through qualitative research, including interviews, this study investigated how employer branding content on social media affected job seekers’ perceptions, behaviour, and decisions. Analysis of interviews revealed several key insights about the use of social media in job-seeking. Employer branding on social media significantly influenced interviewees’ decisions to apply for jobs. The findings also identified the types of content which were associated with a strong employer brand, how companies can improve their employer branding strategies to attract employees, and which social media platforms are most effective for this purpose. This thesis contributed to the academic discussion on modern HR practices by examining the link between employer branding on social media and job-seeking behaviour from the job seeker’s perspective.