Impact of Social Media on Modern Employee Branding and Acquisition

Abstract

The growing digitization of human resource management has changed the way companies attract and engage talent. This research investigates how social media impacts employer branding and affects the recruitment of employees. Utilizing Signaling Theory, Social Identity Theory, and the Resource-Based View (RBV), this study suggests and empirically examines a conceptual model that connects social media utilization, employer branding, candidate perceptions, and employee recruitment. A quantitative method was utilized with survey data gathered from 348 participants, analyzed using Structural Equation Modeling (SEM). The results show that social media greatly improves employer branding, which affects how candidates perceive the company and ultimately impacts employee recruitment. Although social media directly influences recruitment results, its indirect effect through branding and perception is even more significant. The research adds to the existing literature by merging various theoretical viewpoints and emphasizing the mediating factors that influence digital recruitment procedures. Practical implications indicate that organizations ought to strategically utilize social media to cultivate genuine employer brands and enhance talent acquisition results

Keywords: Social Media, Employer Branding, Talent Acquisition, Digital HRM