Employer branding with social media marketing

Social media is viewed as a perfect branding option for organizations targeting online users. Kissel and Büttgen conducted a study to determine how organizations use social media to communicate their brand identity could affect employer attractiveness and corporate image (755). Their research focused on how specific information ad messages obtained through social media influenced both the attention of job seekers and the employer’s attractiveness (761). In this research, Kissel and Büttgen (761) divided their study into two different studies. In the first study, they selected a group of 30 largest German-language companies communicating their career information on Facebook for a study. Job seekers viewed an employer in the same lens they viewed the global company. Their findings, moreover, showed that congruency effects that related to a specific employer’s brand helped in explaining corporate image perceptions (Kissel & Büttgen 768).

In organization-controlled Facebook sites, congruency indirectly influenced a company’s attractiveness and application intentions (769). On the other hand, in organization-independent social media networks, congruency related to the brand of the employer which also had an impact on an organization’s attractiveness to job seekers (Kissel & Büttgen 769). Company-controlled platforms also perceived self-congruency with an employer’s brand and had an effect on the organization’s corporate image (769). The study also involved looking at the social media activities of the two organizations at two different times. The interviews conducted targeted human resource department employees that had knowledge and understanding of the company message in relation to the employer brand. The respondents were tasked with the responsibility of evaluating, selecting, and implementing human resource technologies (5).