Enhancing intentions to apply for job through social media: the mediating role of employer attractiveness and person-organization fit

Purpose This research aims to examine how social media characteristics influence job applicants' intentions to apply for positions, with a focus on the mediating roles of employer brand attractiveness and person-organization fit. This study is grounded in signaling and congruity theories. Design/methodology/approach The researchers use a convenience sampling method among 260 new graduates of the number of private universities in Iran. Structural equation modeling was then used to analyze the data. Findings The results demonstrate that social media characteristics, specifically social presence and informativeness, significantly impact both employer brand attractiveness and person-organization fit. Furthermore, both employer brand attractiveness and person-organization fit fully mediate the relationship between social media characteristics and job application intentions. Originality/value This study extends existing literature by empirically demonstrating the crucial role of social media characteristics in shaping job applicant behavior. It provides valuable insights for practitioners by highlighting the importance of carefully crafting social media content to effectively communicate organizational values and culture, thereby enhancing employer brand attractiveness, fostering person-organization fit and, ultimately, increasing the likelihood of attracting qualified candidates.