Social media and employer branding: a systematic review of social media's role in shaping employer branding

Purpose This study aims to systematically explore the role of social media in shaping Employer Branding (EB) by consolidating existing research. It investigates how social media platforms enhance EB, support talent acquisition, inform digital communication strategies, and interact with moderating or mediating factors influencing employer brand outcomes. Design/methodology/approach A Systematic Literature Review (SLR) methodology, guided by the PRISMA framework, was employed. A comprehensive search in the Scopus database yielded 72 articles, from which 59 peer-reviewed studies were selected based on rigorous inclusion and exclusion criteria. These studies were thematically analyzed across four research questions. Findings The findings reveal that social media significantly enhances EB by signaling organizational values, leveraging employee-generated content (EGC), and facilitating targeted, platform-specific recruitment strategies. LinkedIn, Glassdoor and Instagram emerged as dominant platforms for employer brand positioning. Key communication strategies include authenticity, transparency, employee advocacy, and emotional resonance. The review also identifies critical mediating and moderating factors such as employer attractiveness, person-organization fit, employer reputation, social media use, and value congruence. Despite these advancements, the literature reflects theoretical fragmentation, the methodological dominance of cross-sectional surveys, and limited contextual and cultural variations exploration. Originality/value This review is a comprehensive EB and social media research synthesis. It contributes to theory by integrating diverse conceptual frameworks and identifies research gaps related to longitudinal analysis, geographic diversity, and digital innovation. It provides actionable insights for scholars and practitioners navigating the complexities of digital EB.