Employer branding: employer attractiveness and the use of social media

Abstract Purpose The aim of this study is to investigate which factors employers should focus on in their employer branding strategies. The present study tested the employer attractiveness scale (EmpAt) and analysed relationships between dimensions in this measurement scale and the use of social media in relation to corporate reputation and intentions to apply for a job. Design/methodology/approach Electronic questionnaires were distributed to students at three higher education institutions in Norway. The proposed model is analysed on the basis of 366 responses related to three well-known Norwegian engineering firms. Findings The results indicate that several employer attributes are positive for corporate reputation, which again is related to attraction of potential employees. Specifically, the results suggest that innovation value, psychological value, application value, and the use of social media positively relate to corporate reputation, which in turn is positively linked to intentions to apply for a job. Psychological value, which is the strongest predictor, is also directly related to intentions to apply for a job. Furthermore, the validation of the EmpAt scale resulted in different dimensions than in the original study. New dimensions and a re-arrangement of indicators are proposed. Originality/value The research is original in the way it combines employer branding and social media, and this will be of value to employers in their recruitment processes.