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The impact of LinkedIn posts on employer brand perception and the mediating effects of employer attractiveness and corporate reputation

Jayesh Joglekar (NTT Data Intellilink Corporation, Chuo-ku, Japan)
Caroline S.L. Tan (Graduate School of Business Sciences, University of Tsukuba, Tokyo, Japan)

Journal of Advances in Management Research

ISSN: 0972-7981

Article publication date: 6 April 2022

Issue publication date: 25 August 2022

3038

Abstract

Purpose

The aim of this study is to identify the relationship between employee-generated content (EGC) and firm-generated content (FGC) in the form of LinkedIn posts, employer brand perception, and the effect of employer's attractiveness and corporate reputation on this relationship.

Design/methodology/approach

This study comprises two phases. In phase 1, the focus was on stimuli selection through an online questionnaire on favourability. In phase 2, for the main study, data were gathered through an online survey from 214 information technology (IT) employees via a survey. Multiple linear regression and mediation analyses were conducted.

Findings

The results show that EGC and FGC have a positive influence on employer brand perception, and the relationship is positively mediated by employer attractiveness and corporate reputation. These findings suggest that organizations can strategically use their own as well as employees' LinkedIn accounts, and encourage employee advocacy initiatives to attract new talent, enhance attractiveness and corporate reputation.

Originality/value

The study covers two different categories of content – employer and employee-generated – and examines both content types' influence on employer brand perception. It adds to the body of literature regarding employee branding and paves the way for further research in employee advocacy.

Keywords

Acknowledgements

Disclosure statement: No potential conflict of interest was reported by the authors.

Data availability statement: Data are made available on Figshare (https://figshare.com/articles/dataset/Article_Data/16695940)

Citation

Joglekar, J. and Tan, C.S.L. (2022), "The impact of LinkedIn posts on employer brand perception and the mediating effects of employer attractiveness and corporate reputation", Journal of Advances in Management Research, Vol. 19 No. 4, pp. 624-650. https://doi.org/10.1108/JAMR-10-2021-0343

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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