Effect of Employer Branding on Talent Attraction in Ghana: Exploring the Roles of Employer Trust and Social Media Engagement

Purpose – This study assesses the effect of employer branding on talent attraction, exploring the Roles of employer trust and social media engagement. The aim is to understand how these dynamics shape the intentions of job seekers, particularly university graduates in Ghana, to engage with and ultimately join prospective employers. Methodology – A quantitative approach was employed, drawing on data collected from 320 final-year students across three leading public universities in Ghana. Using structured questionnaires, the study measured perceptions of employer branding, trust, social media engagement, and attraction. Structural Equation Modelling (SEM) was applied to test the hypothesized relationships among the variables. Findings – The results show that strong employer branding significantly enhances talent attraction. Notably, employer trust was found to partially mediates relationship between employer branding and talent attraction, Additionally, social media engagement served as a positive moderator between employer branding and employer trust, demonstrating that active, meaningful interactions on digital platforms can strengthen trust and, in turn, increase the attractiveness of the employer brand. Limitations of the study – This research is limited by its cross-sectional design and the use of self-reported data from university students, which may not capture broader employee sentiments or cultural differences. The Ghanaian context also suggests caution in generalizing the findings across regions or industries without further validation. Practical Implications - Organizations aiming to attract top talent, especially from younger, digitally savvy demographics, should invest in building credible and engaging employer brands. Leveraging social media for transparent communication, interactive content, and authentic storytelling can enhance trust and improve recruitment effectiveness. Originality/value – This study adds to the growing research on employer branding in emerging economies by uniquely incorporating trust as a mediator and social media engagement as a moderator. It offers practical, data-based guidance for HR professionals and brand strategists aiming to position their organizations as preferred employers in a competitive talent market.