Skip to main content

Full text of "4 IJHRMRFEB 20194"

See other formats


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 

STELLAR 

•Journal Publications • Research Consultancy 


www.tjprc.org 


editor@tjprc. org 


Original Article 








40 


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 


www.tjprc.org 


editor@tjprc. org 



42 


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. 


www.tjprc.org 


editor@tjprc. org 



44 


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 


www.tjprc.org 


editor@tjprc. org 



46 


Manjunath S. & Chaitra 


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 





www.tjprc.org 


editor@tjprc. org 






















48 


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 





www.tjprc.org 


editor@tjprc. org 




























50 


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. 

REFERENCES 

1. Axinia Elenaf 2011 ) what is the future of employer branding through social media University of Twente school of 
management and governance 

https://essay.utwente.nI/61493/l/MSc_E_Axinia.pdf 

2. Andrew S. Hazelton, Ashley Terhorst, Legal and Ethical Considerations for Social Media Hiring Practices in the Workplace, 
Western Michigan University The Hilltop Review Volume 7 Issue 2 Spring 2015 

https://scholarworks.wmich.edu/cgi/viewcontent.cgi?article=1093&context=hilltopreview 

3. Beata Hysa, Anna Mularczyk, Iwona Zdonek, social media - the challenges and the future direction of the recruitment process 
in hrm area, ISSN 2083-8611. Nr 234 ■ 2015 

https://cejsh.icm. edu.pl/cejsh/element/bwmetal.element.desklight-fl7bde56... /c/05.pdf 

4. Chetna Priyadarshini, YLN Kumar, Rajneesh RanjanJha, Employer Attractiveness Though Social Media: A Phenomenological 
Study, Th Qualitative Report, Volume 22 I Number 4, 4-1-2017 

https://nsuworks. nova. edu/tqr/vol22/iss4/3/ 

5. Dr. Asha Nagendra, Paradigm Shift in HR Practices on Employee Life Cycle Due to Influence of Social Media, science direct, 
11 (2014 ) 197-207 

https://core.ac.uk/download/pdf/82088069.pdf 


www.tjprc.org 


editor@tjprc. org 



52 


Manjunath S. & Chaitra 


6. Emma Parry and Adriano Solidoro (2013) Social Media as a Mechanism for Engagement? Social Media in Human Resources 
Management Advanced Series in Management, 121-141, Emerald Group Publishing Limited ISSN: 1877-6361 

https://www.emeraldinsight.eom/doi/abs/10.1108/S1877-6361%282013%290000012010 

7. Ioannis Nikolaou, Social Networking Web Sites in Job Search and Employee Recruitment, international journal of selection 
and assessment, Volume 22, Issue 2 June 2014 

https://onlinelibrary.wiley.eom/toc/14682389/2014/22/2 

8. Iulia Kolesnicovf 2014 ) Employer Branding Through Social Media In the Generation Y Context Business and Social Sciences 
Aarhus University 

https://pure.au.dk/ws/fiIes/82370237/Thesis_Proposal_Employer_Branding_Through_Social_Media_In_the_Generation_Y_C 

ontext_Iulia_Kolesnicov.pdf 

9. Lisanne Nijhuis ( 2016 ) Employer branding through Social Networking Sites “An Explorative Research towards the Benefits 
and Limitations of Social Networking Usage for Employer Branding Purposes” University oftwente 

https://essay.utwente.nI/69510/l/Nijhuis_MA_BMS.pdf 

10. Singh, A. (2010). A study on the perception of work-life balance policies among software professionals. IUP Journal Of 
Management Research, 9(2). 

11. Nariman Khalid Ajjur, Dr. Sami Ali Abo Al-Ross, Job Searchers Perception of Employer Brand Attractiveness on Social 
Media in Gaza Strip, The Islamic University-Gaza, September/ 2016 

https://www.mobt3ath.com/uplode/book/book-14421.pdf 

12. Pham, Nguyen Viet Thinh, 2015, “social media in employer brand communication" Lahti university of applied sciences 
https://www. theseus.fi/bitstream/handle/10024/97453/Pham_Thinh.pdf;sequence=2 

13. Professor Paul Sparrow and Dr. Lilian Otaye Employer branding From attraction to a core HR strategy White Paper 15/01 
June 2015 

https://www.lancaster.ac.uk/media/lancaster-university/content-assets/documentsAums/cphr/2015-07-27-15- 

01EmployerBrandingFromattractiontoacoreHRStrategy.pdf 

14. Robert Walters whitepaper using social media in the recruitment process 

https://www.robertwalters.com/content/dam/robert-walters/corporate/news-and-pr/files/whitepapers/using-social-media-in- 

the-recruitment-process.pdf 

15. Hossain, M. S., Khatun, M., &Mursalin, M. S. (2018). Does Employee Involvement Really Increase Employee Productivity?— 
An Employee Perception Based Study. GPH-Journal of Business Management, 1(1), 47-67.14. Shweta Tewarif 2015 ) Effect of 
Social Media on Employer Branding International Journal of Scientific Engineering and Research (IJSER)ISSN (Online): 
2347-3878 

http://www. ijser. in/archives/v6il/lJSERl 72241.pdf 

16. Tatiana Titus, Fabian Armendariz, Generation Y: Using Social Media for Job Searching? An exploratory study of how 
Generation Y job seekers use social media to fulfil their job searching needs. National College of Ireland, August 2016 

http://trap.ncirl.ie/2336/lAatianatitus.pdf 


Impact Factor (JCC): 7.2092 


NAAS Rating: 3.38