Your Future Employer: Employer Branding, Reputation, and Social Media

Authors

  • Charles Hanu Takoradi Technical University, Ghana
  • Hayford Amegbe Dominion University College, Ghana
  • Philip Mensah Takoradi Technical University, Ghana

DOI:

https://doi.org/10.51415/ajims.v3i1.860

Keywords:

Employer branding, corporate reputation, social media, employer

Abstract

This study examines employer branding and the relationship between corporate reputation, social media, and the intention of potential applicants to seek future employment. The researchers deployed a structured questionnaire to gather data from national service personnel in Ghana via the WhatsApp platform using a Google Form hyperlink. The proposed conceptual framework was tested based on 581 generated responses. The researchers depended on ADANCO 2.1 software for analysis. This helped in producing the PLS-SEM. The results indicate that the application value, development value, and social value positively impact reputation, which successively influences the intent to apply. The findings also reveal that, where social media influence intention to apply, it does not positively impact corporate reputation. The limitation of this study and directions for future studies are presented.

Downloads

Download data is not yet available.

Downloads

Published

2021-03-16

How to Cite

Hanu, C., Amegbe, H. and Mensah, P. (2021) “Your Future Employer: Employer Branding, Reputation, and Social Media”, African Journal of Inter/Multidisciplinary Studies, 3(1), pp. 1–18. doi: 10.51415/ajims.v3i1.860.