Purpose

This study aims to explain the relationship between employer branding, social media, online reviews and intention to apply for a job vacancy (IAJV), which organizations should ponder upon while designing branding campaigns.

Design/methodology/approach

The sample belongs to 385 final-year management graduates and postgraduates enrolled in central universities in the state of Uttar Pradesh, India. The dual mediation model is tested by regression and PROCESS macro.

Findings

Out of five employer branding dimensions, three (corporate social responsibility, healthy work atmosphere and training and development) were found to be significant predictors of IAJV. On the other hand, the dimensions of compensation and benefits and work-life balance did not influence candidates’ intention to apply for a job. The findings indicate that social recruiting could act as an effective tool for leveraging an organization’s image as an employer and could communicate unique brand values to the target market. Moreover, review whether positive, negative or neutral attributes could help job seekers affirm and reaffirm employer branding attributes before applying for a job.

Originality/value

Studies in social media and employer branding areas lag far behind in practice, and the present research attempts to fill this research gap. A further contribution of this research work will be to assess the role of reviews for a meaningful analysis of potential employees’ intentions to apply in an organization.

中文翻译：

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社交媒体使用和在线评论的相互作用如何产生申请职位空缺的意愿：基于雇主品牌的议程

目的

本研究旨在解释雇主品牌、社交媒体、在线评论和职位空缺申请意向 (IAJV) 之间的关系，组织在设计品牌活动时应考虑这些关系。

设计/方法论/途径

该样本属于印度北方邦中央大学的 385 名应届管理毕业生和研究生。通过回归和PROCESS宏来测试双重中介模型。

发现

在五个雇主品牌维度中，三个维度（企业社会责任、健康的工作氛围以及培训和发展）被发现是 IAJV 的重要预测因素。另一方面，薪酬福利、工作与生活平衡等维度并没有影响候选人的求职意向。研究结果表明，社会招聘可以作为利用组织雇主形象的有效工具，并且可以向目标市场传达独特的品牌价值。此外，审查积极、消极或中性的属性是否可以帮助求职者在申请工作之前确认和重申雇主品牌属性。

原创性/价值

社交媒体和雇主品牌领域的研究在实践中远远落后，目前的研究试图填补这一研究空白。这项研究工作的进一步贡献将是评估评审的作用，以对潜在员工申请组织的意图进行有意义的分析。