Title: From likes to loyalty: building employer brand through social media

Authors: Neelam Dhall; Disha Garg

Addresses: Jagan Institute of Management Studies, 3 Institutional Area, Sector-5, Rohini, New Delhi, 110085, India ' Rukmini Devi Institute of Advanced Studies, New Delhi, 110085, India

Abstract: The present study aims to examine the relationships between social media marketing, perceived employer attractiveness and job applicants' intent to join. The study also aims to investigate the employer branding activities prevalent across organisations and the role of social media in shaping such employer branding endeavours. The study used a mixed-method approach, employing a descriptive research design. The proposed conceptual model was tested through the quantitative data analysis using structural equation modelling. For this purpose, the data was collected through a questionnaire from 460 post-graduate students in management stream studying in top academic institutions located in Delhi, NCR. For qualitative insights, in-depth interviews were conducted with HR professionals involved in employer branding. The quantitative study validates the proposed framework, with all the hypotheses supported, showing social media marketing positively impacting employer attractiveness and job applicant intent to join.

Keywords: employer branding; employer attractiveness; intent to join; ITJ; social media.

DOI: 10.1504/IJWOE.2026.153658

International Journal of Work Organisation and Emotion, 2026 Vol.17 No.1/2/3, pp.1 - 24

Received: 29 Aug 2024
Accepted: 23 Jan 2025
Published online: 21 May 2026 *

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