Employer Branding on Social Media and Its Impact on Employer Attractiveness among Students and Freshers

Abstract Social media employer branding has emerged as a vital tactic in luring youth talent in present-day's competitive employment market. Students and recent graduates, who are most active on digital media, increasingly depend on these platforms to assess prospective employers. This research investigated the effect of social media employer branding on employer appeal among 150 students and recent graduates in Chennai, India, via a quantitative, cross-sectional survey design. Variables were measured using the 23-item Employer Attractiveness Scale to gauge social, development, application, safety, and economic values. Results indicated that development value (M = 3.12) and social (M = 3.17) took precedence over economic value (M = 2.91). The measure exhibited high reliability (α = .86). Attractiveness was positively associated with employer branding exposure (r = .45, p < .01). Employers did not differ between genders, but users on LinkedIn found employers more attractive than those on Glassdoor. The research identifies the significance of real social media branding, especially on LinkedIn, to entice students and new graduates. Keywords: Employer branding, Social media, Employer attractiveness, LinkedIn