Effects of Social Media on Employer Branding from Students/Job Seekers’ Perspective

Mr.Thirumoorthi B¹ Mr.Gururam V K²

Associate Professor, Department of Management Studies, Nehru Institute of Technology, Coimbatore, Tamil Nadu

Student of II MBA, Department of Management Studies, Nehru Institute of Technology, Coimbatore, Tamil Nadu

Abstract:This study examines the impact of social media on employer branding from the perspective of students and job seekers. In the digital era, organizations increasingly use platforms such as LinkedIn, Instagram, Facebook, and Twitter to communicate their employer value proposition, workplace culture, and career opportunities. The study adopts a quantitative research approach using primary data collected through structured questionnaires distributed among 200 respondents. Statistical tools such as percentage analysis, correlation, and regression were used to analyze the relationship between social media activities and employer branding perception. The findings reveal that social media significantly influences employer attractiveness, trust, and job application intention. Positive content, employee testimonials, and consistent engagement enhance employer brand image, while negative comments and lack of authenticity reduce trust among job seekers. The study concludes that social media is not only a communication tool but a strategic element in recruitment and employer branding. Organizations must focus on authenticity, transparency, and meaningful engagement to attract and retain talented individuals in the competitive job market.

Keywords:Social Media, Employer Branding, Job Seekers, Students, e-WOM, Recruitment, Digital Communication, Employer Attractiveness