Why Young Professionals Share Their Work on Social Media : Motivations and Effects on Employer Image

Abstract

This thesis examines why young professionals share positive work-related content on social media and how such activity influences perceptions of their employer’s image. The study focuses on LinkedIn, Instagram, and TikTok, platforms where professional visibility and personal identity are combined. The goal is to explore the personal factors that encourage or discourage posting, the barriers that prevent such activity, how young professionals believe their posts influence employer reputation, and how motivations vary across platforms. A mixed-methods approach was used. Quantitative data were collected through a survey, while qualitative insights were gathered from three semi-structured interviews representing different contexts: a professional athlete, a corporate employee, and a retail worker. Thematic analysis (Braun & Clarke, 2006) was used to interpret qualitative data, supported by Impression Management theory (Goffman, 1959; Leary & Kowalski, 1990), Social Identity Theory (Tajfel & Turner, 1979), and employer branding research (Backhaus & Tikoo, 2004). Results show that young professionals recognize the career benefits of posting but often separate their personal and professional identities online. Barriers were mostly practical, such as lack of time or interest, rather than fear of judgment. LinkedIn was primarily used for formal visibility, Instagram for casual glimpses of work life, and TikTok for authentic storytelling that could directly shape employer reputation. The study concludes that employee-generated content reflects broader negotiations of identity and authenticity and that authentic employee advocacy cannot be forced but depends on organizational support and alignment between employee experience and employer image. Limitations include a small sample size and sector diversity, but the findings provide useful implications for employers and future research.