Influence of Job-Dedicated Social Media on Employer Reputation
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ORIGINAL ARTICLE
Influence of Job‑Dedicated Social Media on Employer Reputation Serge P. da Motta Veiga1 · Brent B. Clark2 · Timothy R. Moake3
© Reputation Institute and Springer Nature Limited 2019
Abstract The popularity and value of social media sites have stretched beyond their initial social connection purposes; today, they represent critical tools for individual and firm visibility. This paper compares and contrasts institutional theory and signaling theory to investigate (1) whether having a job-dedicated page on social media sites (i.e., Facebook, LinkedIn, and Twitter) is related to an organization’s employer reputation, and (2) whether it is merely the fact of having a job-dedicated social media page, or actually communicating (i.e., posting, tweeting, etc.) on that page that is related to an organization’s employer reputation. We used data collected from three major social media sites and found that having a job-dedicated LinkedIn page was positively related to employer reputation, whereas having a job-dedicated Facebook or Twitter page was not related to employer reputation. Furthermore, we did not find social media activity to be related to employer reputation. Keywords Social media · Employer branding · Employer reputation · Signaling theory · Institutional theory
Introduction Organizations are using websites to recruit potential employees (e.g., Allen et al. 2007; Braddy et al. 2008). Indeed, paper applications have long been replaced by web-based applications, and job seekers now direct their attention to an organization’s online presence as they search for job openings. Interestingly, nowadays, more and more organizations are creating job- or career-dedicated pages on social media sites (i.e., Facebook, LinkedIn, and Twitter) to post job opportunities. Currently, research on social media has * Serge P. da Motta Veiga [email protected] Brent B. Clark [email protected] Timothy R. Moake [email protected] 1
Department of Management, Kogod School of Business, American University, 4400 Massachusetts Ave NW, Washington, DC 20016, USA
2
Department of Management, College of Business Administration, University of Nebraska Omaha, 6708 Pine Street, Omaha, NE 68182, USA
3
Department of Management, Jones College of Business, Middle Tennessee State University, Business and Aerospace Building N103, MTSU Box 75, Murfreesboro, TN 37132, USA
started to explore the role that social media sites have on attracting employees (e.g., Nikolaou 2014) and organizations’ selection decisions (e.g., Brown and Vaughn 2011; Roulin 2014; Roulin and Bangerter 2013). Furthermore, it is also important to understand whether and to what extent organizations benefit, in terms of employer reputation, from having and using social media pages specifically dedicated to jobs and careers. Reputation is an important outcome for organizations, especially since it is related to higher performance (Fulmer et al. 2003), and since organizations with a good reputation are better able to sustain superior profit outcomes
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