Quantitative survey revealed employer branding increases attractiveness in students and graduates, indicating the pivotal role of social media platforms like LinkedIn.
Key Points
Employer branding on social media positively influences employer attractiveness among students and recent graduates.
High reliability was noted in the measure of employer attractiveness using the 23-item scale, with a reliability score of α = .86.
Development value and social value ranked higher than economic value in influencing employer appeal.
Students using LinkedIn found employers more attractive compared to those using Glassdoor, highlighting platform-specific preferences.