International Journal of Human Resource
Management and Research (IJHRMR)
ISSN (P): 2249-6874; ISSN (E): 2249-7986
Vol. 9, Issue 1, Feb 2019,39-52
© TJPRC Pvt. Ltd.
AN EMPLOYER BRANDING THROUGH DIGITAL PLATFORM AND ITS IMPACT
ON THE JOB SEEKERS PERCEPTION OF EMPLOYER BRAND
MANJUNATH S. 1 & CHAITRA 2
Associate Professor, School of Research & Innovation, CMR University, Bengaluru, India
2 Research Scholar, ISBR (Mysore University), Assistant Professor IIBS, India
ABSTRACT
The study mainly focuses on understanding the effectiveness of branding done by the employer through the
company website and social networking site, what sought of an influence it has on the job seekers perception of employer
brand taking respondents demographic factors into consideration. Aspects like accessibility, credibility, user-friendly,
responsiveness, accuracy, transparency and future reference were taken into consideration. Respondents were asked to
give the feedback on the above-mentioned aspects in relation to looking for job search or for seeking information about
the employer for understanding the employer’s credibility through the company website and social networking site.
Data for the study was collected through primary source by questionnaire and secondary data through research
articles for understanding the previous research in the area. Analysis of the study was done through quantitative method,
with a sample size of 300 respondents. Non-probability sampling method and convenient sampling were adopted for
choosing the sample size required for the study. Data were analysed using SPSS 20 and correlation test was done to
understand the factors that had a major influence on the job seekers perception of the employer based on the employers
branding through an online platform and ANOVA test to understand the influence of demographic factors on perception
of respondents about the online presence of an employer at a significance level of 0.05.
Based on the outcome of the study it could be inferred that aspects those mainly influenced the job seekers
perception of employer branding through digital platform were user-friendly, responsive, and accessibility for getting
information followed by future preference, transparency, credibility and accuracy. The results of the ANOVA test clearly
stated that demographic factors did have a major influence on job seekers perception out of which work experience of the
job seekers influenced the most followed by age and gender of the respondents.
KEYWORDS: Employer Attractiveness, Job Seekers, Employer Branding, Social Networking Site & Perception
Received: Nov 14, 2018; Accepted: Dec 04, 2018; Published: Jan 03, 2018; Paper Id.: IJHRMRFEB20194
INTRODUCTION
Intense competition in the industry has made it crucial for the companies to have high visibility for their
brand in the market. Branding has emerged as a key tool to create brand awareness, brand identity, elucidates to
customers the value-added benefit of buying a product. The dearth in availability and difficulty in finding the right
candidate for the job profile has made, the employer’s to consider and promote themselves as an ideal brand in
order to get the potential candidates with required Knowledge, skill and ability. Employer branding is a key
strategy which is adopted by most of the companies to gain job seekers attention with quality credentials.
Employer branding from an organization perspective includes promoting nature of work culture,
emphasizing on employer contribution towards career growth of employees, highlighting on employer value
proportion and various related benefits of being associated with an employer. Technological advancement has its
TRANS
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Manjunath S. & Chaitra
effect on almost all the industry and human resource is no exception to the same. Employers these days are following the
footsteps of digital marketing by mobilizing the Information technology as a platform to promote themselves to gain the
attention of job seekers. Few of the IT platform used for employer branding is through social networking website,
company website by positing existing employees' experience with the company, providing a glimpse of the company work
culture through videos, blogs etc. Branding strategies adopted by the company for effective recruitment cannot be
generalized as it mainly depends on the demographics they would be focusing on which is varied, based on gender, age,
work experience, generation to which the job seekers belong to and the perception they develop towards an employer.
LITERATURE REVIEW
1. Employer Attractiveness through Social Media: A Phenomenological Study
Author: Chetna Priyadarshini, YLN Kumar, Rajneesh Ranjanjha (2017)
The objective of this paper is to understand the employer's brand image on the social media and its impact on the
job seekers perception of the employer. The researcher has used an interpretative phenomenological technique to analyse
the respondent’s perception. Respondents were divided into focus groups and their response was collected in the form of
audio script and transcribed form. During the study factors that emerged as a result of response were person job fair,
person organisation fit, reliability and timeliness, positive and cost effective marketing value creation of employers and
privacy concern. Based on the outcome of the study it is understood that respondents found it easy to access information
about the company through social networking sites. They felt online platform to be quite compatible to compare and
navigate through various company websites. Most of the respondents agreed to the information provided on the website
helps in ascertaining match between employee and organization and also company information displayed on the website to
be credible and takes less time in getting information from prospective source.
2. Generation Y: Using Social Media for Job Search
Author: Tatiana Titus, Fabian Armendariz (2016)
An exploratory study of how the generation Y job seekers use social media to fulfil their job search needs. The
purpose of this research paper is to understand the usage of social media among generation Y job seekers and if companies
can use social media as a platform to attract this generation of employees. The qualitative research method was adopted for
data collection as graduate students underwent an in depth interview. The outcome of the study states that although
generation Y job seekers do not completely rely on social networking site for job search, but still they accepted the fact of
the job seeking process through a social site to be convenient and easy to access. Respondents agreed to have
professionally maintained their social accounts as they are aware about companies going through these accounts to
understand the job seekers profile and identity. Job seekers, consciousness of censoring their account indicates that they do
use social media as an avenue to seek and understand the details of employers. This indicates the importance of employer
branding through social media.
3. Job Seekers Perception of Employer Brand Attractiveness on Social Media in Gaza Strip
Author: Nariman Khalid Ajjur, Dr. Sami Ali Abo Al-Ross (2016)
The purpose of this research was to discuss the importance of social media in promoting an employer as a brand
and job seekers perception towards the same. The researcher has adopted a descriptive, analytical approach for the study
and 400 respondents seeking job opportunity were considered for the study. Parameters such as security, employer
Impact Factor (JCC): 7.2092
NAAS Rating: 3.38
An Employer Branding through Digital Platform and its Impact 41
on the Job Seekers Perception of Employer Brand
attractiveness, responsiveness, type of social media used for branding was taken into consideration to understand the
respondent’s perception towards employer branding. The outcome of the study substantiated the impact of above
mentioned parameters and to what extent it influenced the perception of job seekers. Author states that the companies
should try and promote themselves through different types of social media and that importance to be given to maintaining
the company website as most of the job seekers agree to have visited the official company website for getting information
about a job opening and also to explore the organization culture.
4. Employer Branding through Social Networking Sites“An Explorative Research towards the Benefits and
Limitations of Social Networking Usage for Employer Branding Purposes”
Author: Lisanne Nijhuis(2016)
Research paper attempts to understand the effectiveness of social networking website as a platform for promoting
employer branding. Study mainly attempts to understand the benefits associated with using SNW for employer branding,
possible problems that could be faced by the organizations, conditions under which SNW would hold good for employer
branding and also how SNW can be effectively utilized for promoting the employer brand image of an organization. The
exploratory research method was adapted for the study and data was collected through in depth interview, Delphi
technique was used to rank the various factors based on its importance for considering SNW for employer branding. Based
on the outcome of the study author states that employer branding should be explored as a long term strategy for employer
brand building and content for the same could be in the form of stories, blogs, videos, experience ofemployees with the
company. The researcher also highlights some of the possible limitations of SNW which could be posting negative
messages about the company, lack of job seekers attention to the message of employer which may reduce the impact of
branding messages.
5. Employer Branding from an Attraction to a Core HR Strategy
Author: Professor Paul Sparrow and Dr. Lilian Otaye (2015)
The purpose of this paper is to project the importance of employer branding to help organization to balance
between the job seekers perception of employer brand and the actual brand image and identity of the employer.
Organization these days focus on utilizing a marketing strategy of branding to attract potential job seekers in the market.
Data for the study is collected through secondary source from various researches conducted on employer branding in
various countries. The outcome of the study states that the brand value proportion of an employer is based on brand image,
the image of the product marketed by the company. Author mainly emphasizes on aspects of communication and how
important it is for the companies to communicate about their organizational culture, work practices, employers support,
extended to employees for their career growth. The study emphasizes that employees play a key role in employer branding
and that companies have to focus on internal marketing to keep their employees informed about the company culture and
up gradation.
6. Social Media - The Challenges and Future Direction of the Recruitment Process in HRM Area
Author: Beata Hysa, Anna Mularczyk, Iwona Zdonek (2015)
The study emphasized on understanding the challenges and usage of social media for HR functions in the
company from employers and job applicant’s perspective. 150 respondents were chosen for the study and a closed ended
questionnaire was circulated to get the response, collected data was analysed through quantitative method of research.
Based on the outcome of the study it could be inferred that most of the respondents agree to use social media for job
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Manjunath S. & Chaitra
search, as they found social media to be convenient to access information about job openings and also get detailed
information about the employer. Only 40 % respondents agreed to have used Linkedln and Goldenline for job search.
Apart from depending on SNW for job search, respondents were of opinion that social networking site is a good platform
to develop professional contacts. It was also emphasized that there should be certain policies for using social media by
employees as it may give them an opportunity to write negative comments about the employer which may affect the
employer brand image in the long run.
7. Legal and Ethical Consideration for Social Media Hiring Practices in the Workplace
Author: Andrew S Hazelton. Ashley Terhorst (2015)
The objective of the research was to understand the impact of social media on recruitment practices followed by
the companies and also legal aspects to be taken into account when exclusively using social media for employee search in
the company. The outcome of the study indicates that most of the employers have been using social media for recruitment
process where employers have been screening candidates profile through Facebook, Twitter and job seekers agreed to have
professionally maintained their accounts like Linkedln and other professional networking sites to sound appealing to the
employer. The study emphasizes on the legal issues that have to be considered when recruiting through social media such
as authenticity of job seeker profile, multiple accounts if maintained by the job applicant. The organizationoften
encourages their employees to post videos, write blogs about their experience with the organization, but experts in this
practice of branding are of opinion that it could be risky if employees misuse this platform to spread a negative image
about the employer and in no time the market reputation of the company could be at stake. To conclude with the research
author states that companies should have some norms and policies in terms of using social networking site and should levy
certain restrictions on employees when they post comments or write blogs about the organization.
8 . Social Media in Employer Brand Communication
Author: Pham, Thinh (2015)
The research paper emphasizes on the concept of employer branding and how it has proved to be a crux for
companies in order to attract talented and skilled employees to apply for a job. Author states that although there are many
platforms through which the companies can do employer branding, still social networking site has emerged as a key tool
due to technological innovation and boon in digitalisation. The qualitative research method is used for the study as the
author has attempted to substantiate the use of social media through the case study method, primary data required for the
research were collected through case study and secondary data was collected from the company website and related blogs.
Based on the outcome of the study author is of the opinion that employees should be encouraged to post videos, write
blogs about their experience with the employer and at the same time companies should have a mechanism to monitor about
the content posted by employees about the employer on social networking website.
9. The Effect of Social Media on Employer Branding
Author: Shweta Tiwari (2015)
The research aims at understanding the impact of employer branding through social media, students, managers
and job seekers were chosen as respondents and data was collected through interview method. Few of the major objectives
of the study were to understand about the awareness towards the concept of employer branding from an employer
perspective, to understand what aspects of employer branding influences the job seekers and if the brand image of the
Impact Factor (JCC): 7.2092
NAAS Rating: 3.38
An Employer Branding through Digital Platform and its Impact 43
on the Job Seekers Perception of Employer Brand
company has an influence of organizational culture. Based on the outcome of the study it could be inferred that SNW was
explored by managers, employees and students understand about the potential employer and what could be the possible
benefits of being associated with them. The author states that companies should utilize their employees to promote their
brand by actively posting their experience with the employer and also employer has to be quick and reciprocate to positive
as well as negative message posted about the company on social networking site.
10. Social Networking Website in Job Search and Employee Recruitment
Author: Ioannis Nikolaou (2014)
The study aimed at the role of social networking website and importance given by them to it for job search and
the second aspect of the study on preferred social networking site by recruiter to hire potential candidates. The outcome of
the study stated that job aspirants preferred traditional method of job search compare to social site as they found these
sources to be authentic and reliable. It was also inferred that young job seekers and HR managers spent a lot of time on
social networking site which may be taken as an indication that social networking site may be considered by the present
generation for job search. The second aspect of the study states that recruiters preferred linked In comparison to other
social networking sites for screening candidate profile and looking for potential candidates. The findings of the study do
emphasize on the importance of social networking site and that it may emerge as a potential platform for both job seekers
as well as employers in the long run.
11. Paradigm Shift in HR Practices on Employee Life CycleDue to Influence of Social Media
Author: Dr. Asha Nagendra (2014)
The study focused on understanding the impact of social media on HR functions of companies and various
sources of social media those have been of prominent use. The researcher has adopted a quantitative method for the study;
feedback was collected from 100 employees who were either HR manager or employees working for HR department.
Respondents chosen for the study were from IT companies or were employed in the service industry. The outcome of the
study indicated that Facebook and Twitter were majorly used by job seekers specially the generation Y employees and
Naukri, Monster was used for the job search process. HR managers agreed on using social media to network with
professionals, for recruitment and training process. Respondents found social media to be a reliable platform for
recruitment and screening the credentials of the job applicant, in fact, they stated that it’s easy to have access to a larger
pool of candidates for recruitment process. HR managers stated that social networking site will definitely emerge as a
platform for employer branding. Based on the respondent'sopinion, it could be inferred that the companies should also
follow the traditional recruitment practices with social networking site as job applicant cannot be assessed based on
interaction with them on social networking site.
12. Employer Branding through Social Media in Generation Y Context
Author: Iulia Kolesnicov (2014)
The study is based on exploring employer branding through social media for generation Y employees; it is a part
of on-going research work and is based on a combination of empirical and qualitative research method. The Author has
considered employees of IT sector as respondents or the study and also few case studies based on the previous research
done in similar areas. Research mainly attempts on understanding if the employers have to adapt a different brand
communication strategy for generation Y employees and certain parameters considered for the study were job search.
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Manjunath S. & Chaitra
self-efficacy, job search methods, ideal job and ideal employer. Based on the outcome of the study it could be observed
that employer job construct had a major influence on branding compare to other factors and communication about an
employer in the form of videos, blogs, comments, related posting were watched by the job seekers and communication
strategy adapted by employer should be different for different generation of employees as perspective and weightage give
by job seekers for factors during job search process varied depending on the generation they belong to.
13. What is the Future of Employer Branding through Social Media
Author: Axinia Elena (2011)
The author attempts to understand if social media is a potential platform for employer branding. With intense
competition for the right hire in the job market companies have been exploring employer branding to attract potential job
seekers and also retain their talented employees in the company. The digital revolution has had its impact on every industry
and recruitment process in Human resource management is no exception to the same. Researcher considered academicians
as respondents for the study, data were collected through questionnaires and in depth interview followed by quantitative
analysis of the data. The outcome of the study states that employees’ perception of employer brand was influenced by the
employees’ presence on social networking site to a certain extent and that branding through social networking site would
definitely emerge as a prominent platform for employer branding in future.
14. Social Media as a Mechanism for Engagement
Author: Emma Parry and Adriano Soiidoro (2013)
The study focuses on the effectiveness of using social media for engagement of employees, as employees from
two different countries from the UK that is a few sets of employees from television industry and few of them from
telecommunication industry were interviewed based on which a case study was developed based on the concept of usage of
social media for employee engagement. The outcome of the study emphasizes that social media can be used for
engagement of internal and potential employees, but it condition to organize being ready for the same. The author states
that although company intends to promote employee engagement through social media its major focus should be on
employees, organization culture and not completely on technological aspect of it.
15. Using Social Media in Recruitment Process
The study attempts to investigate the role of social media in recruitment process, employers and job seeker's
perspective towards the same. Based on the outcome of the survey, it could be inferred that with revolution of the internet
and social media most of the job seekers explore information about job opportunity, employer information either through
the company website or social networking site, whereas only 10% of respondents still relied on the traditional method of
job source. Respondents stated that social networking sites help in developing communities of like-minded people which
helps in knowledge sharing and be abreast with changes and development in the industry. Employers agreed to have used
social networking site for the recruitment process and also to screen employer’s profile. Research even aimed at
understanding various reasons for which job seekers used social networking site and it could be inferred that job applicants
mainly surfed networking site to get information about the employer, organization culture, career opportunities and
profiles of existing employees. Researcher concludes stating that employers can make effective use of social networking
platform for recruitment process, but at the same should not completely rely on the same for the recruitment process. As
employers screen job seeker profile on social networking site it is advisable for job applicants to professionally maintain
Impact Factor (JCC): 7.2092
NAAS Rating: 3.38
An Employer Branding through Digital Platform and its Impact
on the Job Seekers Perception of Employer Brand
their profile.
45
RESARCH GAP
Based on the review of previous research conducted on social networking we can observe that most of the studies
attempted to understand employer branding as a tool for quality recruitment which was more from an employer’s
perspective. On the basis of the research gap the research paper attempts to understand the various reasons which influence
job seekers to opt for job search through social networking site and company websites and also the presence of employer
on social networking and its influence of job applicant's perception of employer brand.
STATEMENT OF PROBLEM
Hiring the right candidate for the right job is proving to be quite challenging for the recruiters, with intense
competition in the job market candidates with apt credentials often tend to join companies for reasons such as career
growth, salary package, employer's reputation etc. Employer branding has emerged as a strategy which is adopted by most
of the companies to project themselves as an ideal employer and it is done through various platforms and Digital platform
is one among them. The study attempts to understand the impact on the job seekers perception of an employer brand based
on their presence in social networking site and their company website.
SCOPE OF THE STUDY
The outcome of the study can be used by companies across varied industry that have been doing employer
branding through digital platform or the organization who are yet to explore this medium for company branding. Research
emphasizes on various reasons that influence job applicants consider digital platform for job search, these aspects can be
taken into consideration when strategizing employer branding for their respective organization.
OBJECTIVE OF THE STUDY
• To understand the effectiveness of branding through digital platform and its impact on the job seekers perception
of employer brand.
• To understand the various reasons that influence job applicants use the digital platform for job search.
• To understand the influence of respondents demographic factor on respondent’s preference towards a digital
platform for job search.
RESEARCH METHODOLOGY
Research Design: Descriptive Research
Sampling Type: Non Probability Sampling
Sampling Technique: Convenience Sampling
Sample Size: 300
Tool: Structured Questionnaire
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LIMITATIONS OF THE STUDY
• The time period for conducting the study was limited, which confines the scope of a detailed research.
• Respondents for the study were chosen from various industty due to which the research may not be able to
suggest specific branding strategy based on individual industry.
DATA ANALYSIS AND INTERPRETATION
Table 1: Descriptive Statistics
N
Mean
Std.
Deviation
Dimension
On Mean
Dimension on
Std.
Deviation
Rank
Job openings
posted on
company websites
and social media
are easily
accessible
300
3.8300
.75032
It is easy to get
information about
the companies that
have active
presence on SNW
300
4.3800
.90461
SNW helps to get
detailed
information about
the company
compared to job
portals and paper
advertisements
300
3.9500
.97502
SNW and
company websites
helps in
networking with
current employees
and get valid
feedback
300
4.6300
.65920
4.1975
0.8222875
III
Company
Information
displayed on
social media are
accurate and
reliable
300
3.4000
1.28276
Companies
provide genuine
information about
employee welfare,
training and
development
activities which
help us to predict
our career growth
300
2.9000
1.34761
Value proportion
of the employer
can be assessed
based on the
300
4.3300
1.08860
Impact Factor (JCC'): 7.2092
NAAS Rating: 3.38
An Employer Branding through Digital Platform and its Impact
on the Job Seekers Perception of Employer Brand
47
visibility of their
website and
presence on SNW
Companies which
are active on
SNW are credible
300
3.8600
1.38085
3.6225
1.274955
VI
It is easy to
review and
compare the
employers online
as we can
navigate through
different company
websites
300
4.5700
.68312
Reviewing
employer through
website and their
presence on SNW
saves time
300
4.5300
.71470
Applying and
reviewing
employers online
can be done
anywhere
irrespective of our
physical presence
300
4.4900
.95548
SNW and
company websites
are user friendly
as they direct the
candidate during
search process
300
4.4100
.86278
4.5
0.80402
I
Social media,
company websites
facilitates us to
chat with existing
employees of the
company
300
4.0400
1.11469
I prefer company
that has an active
chat box to
respond to query
of job seekers
300
4.5000
.98653
I prefer
organizations that
update about the
job openings and
their upcoming
event on SNW
300
4.3000
1.03614
Job search
through company
website and SNW
helps in following
constant review of
people about the
companies
300
4.2600
1.04693
4.275
1.046073
II
SNW and
company websites
provide a true
300
3.2800
1.39574
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Manjunath S. & Chaitra
picture of
employers market
reputation
Information about
job vacancy
provided on
company website
and SNW are
genuine and
reliable compare
to job portal
300
3.9100
1.11627
Review and rating
of companies on
company sites and
SNW are genuine
300
3.6400
.95574
3.61
1.155917
VII
SNW and
company website
provide a true
picture of work
environment
300
3.2700
1.38691
Companies
websites and
SNW genuinely
communicate
about a
company’s
performance
300
3.6700
.95085
Videos and blogs
of employees
experience with
the companies are
based on their true
experience
300
4.3300
.88528
3.756667
1.074347
V
I feel inclined to
apply for job in
the company those
are active on
SNW
300
4.5000
.90150
I prefer to be
associated with
the company that
has a strong
presence on SNW
and respond to job
seekers query
300
3.8100
1.23246
4.155
1.06698
IV
Valid N (list wise)
300
Table 1.1: Ranking Importance of Aspects of Digital Platform
Aspects of Digital Platform
for Job Search
Respondents 300
Mean
Rank
User friendly
4.5
I
Responsive
4.275
II
Accessibility
4.1975
III
Future preference
4.155
IV
Transparency
3.756667
V
Credibility
3.6225
VI
Accuracy
3.61
VII
Impact Factor (JCC): 7.2092
NAAS Rating: 3.38
An Employer Branding through Digital Platform and its Impact
on the Job Seekers Perception of Employer Brand
49
From the tables 1 and 1.1 it can be inferred that Job applicant mainly preferred digital platform for job search as
they find it to be user friendly, responsive to job seekers’ queries, comfortable in terms of accessing information related to
job and employer followed by future preference to user digital platform for the above mentioned reasons. Respondents
expect the information on the company website and social networking site to be more transparent as they find it to be
ambiguousdue to which they have ranked credibility and accuracy of job related information available on social
networking site compared to other aspects considered for the study.
HYPOTHESIS
Hypothesis 1
H 0 : there is no association between job seeker’s age and their preference towards companies which do employer
branding through digital platform.
Ha: there is an association between job seeker’s age and their preference towards companies which do employer
branding through digital platform.
Table 2: ANOVA
I prefer to be associated with the company that has a strong presence on SNW and respond to job seekers query.
Sum of
Squares
Df
Mean Square
F
Sig.
Between Groups
40.708
4
10.177
7.261
**.000
Within Groups
413.462
295
1.402
Total
454.170
299
From the above table it can be inferred that there is an association between job seekers ageand their
preferencetowards companies which do employer branding through digital platform as (P =. 000<0.01).
Hypothesis 2
H 0 : there is no association between respondent’s age and respondent's opinion about companies branding through
social networking site being credible.
Ha: there is an association between respondent’s age and respondent's opinion about companies branding through
social networking site being credible.
ANOVA
Sum of
Squares
Df
Mean
Square
F
Sig.
Company Information
displayed on social media
are accurate and reliable
Between Groups
24.303
4
6.076
3.832
**.005
Within Groups
467.697
295
1.585
Total
492.000
299
Value proportion of the
employer can be assessed
based on the visibility of
their website and presence
on SNW
Between Groups
11.316
4
2.829
2.433
*.048
Within Groups
343.014
295
1.163
Total
354.330
299
Companies which are
active on SNW are
credible
Between Groups
31.618
4
7.905
4.330
**.002
Within Groups
538.502
295
1.825
Total
570.120
299
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Manjunath S. & Chaitra
From the above table, we can interpret that there is an association between respondent’s age and respondent’s
opinion about companies branding through social networking site being credible as (P = 0.005< 0.01, Information
available on SNW and the company website is reliable and accurate)(P = 0.048< 0.05, Employer value proportion can be
evaluated through an employer's presence on digital platform)(P = 0.002 < 0.01 companies which are active on SNW are
credible).
Hypothesis 3
H 0 : there is no significant relationship between respondent’s age and respondent's opinion about job search
through social networking site and company website being user friendly.
H a : there is a significant relationship between respondent’s age and respondent’s opinion about job search
through social networking site and company website being user friendly.
ANOVA
Sum of
Squares
Df
Mean
Square
F
Sig.
It is easy to review and
compare the employers online
as we can navigate through
different company websites
Between
Groups
15.943
4
3.986
9.51
4
**.000
Within
Groups
123.587
295
.419
Total
139.530
299
SNW and company websites
are user friendly as they direct
the candidate dining search
process
Between
Groups
14.152
4
3.538
5.00
8
**.001
Within
Groups
208.418
295
.707
Total
222.570
299
From the above table it can be inferred that there is a significant relationship between respondents age and
respondent's opinion about job search through social networking site and company website being user friendly as (P =.000
< 0.01, it is easy to review a company through digital platform)(P =.001 < 0.01, digital platform is easy for the job search
process).
SUGGESTIONS
• Companies should focus internal marketing for its employees, to ensure that the workforce are informed about the
organization products and services, various practices, work culture so that employees can promote about the same
through the company website and social networking site in the form of blogs, videos etc.
• Companies engaged in online branding should strategies their promotion activities according to the age group and
work experience of candidates they are looking for. As the statistical analysis clearly states the candidate’s age
and work experience has a major influence on the medium chosen by them for job search. Generation Y
employees prefer digital platform for job search whereas generation X employees tend to depend on a job search
through professional networking.
• Managers should consider using social networking site and try to make the company website to be more
appealing as a major chunk of candidates who are generation Y employees prefer applying for a job or being
associated with companies that have a strong presence on digital platform.
Impact Factor (JCC): 7.2092
NAAS Rating: 3.38
An Employer Branding through Digital Platform and its Impact
on the Job Seekers Perception of Employer Brand
51
• Companies should make their company website to be more responsive to address to job applicant query so that
the candidate has a better experience with the company during the job search process. This may help the company
in the timely recruitment of candidates and also help in positive word of mouth publicity.
• It is observed that respondents prefer digital platform as it is user friendly, responsive, but still credibility and
accuracy of information available on digital platform is ranked less compared to other aspects. Companies can
work on changing the perception of respondents in terms of credibility by being consistent in terms of
communicating about upcoming events, employees experience, work culture on a regular basis so that the
company can be one of the well known brand at digital platform.
• Companies should encourage employees to share their experience with the employer on social networking site,
focus on getting job applicants through their social network. This will help companies to cut down on their
recruitment cost and at the same time help in promoting the company’s brand name.
CONCLUSIONS
Based on the outcome of the research we can conclude that with the revolution of digitalisation job applicants
consider digital platform as one of the mediums for job search and also develop perceptions about employer brand based
on the visibility of their company website and their presence on social networking site. Job applicant’s perception towards
using digital platforms and assessing the employer value proportion is mainly influenced by demographic factors. Job
seekers rank digital platform on the basis of being user friendly and responsive and are still sceptical about company
information available on digital platform to be reliable and credible. This is one aspect which the companies have to work
on for improving the perception of job seekers in terms of credibility and also consider a digital platform as one of the
prominent medium for employing branding.
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Impact Factor (JCC): 7.2092
NAAS Rating: 3.38