The Impact of Employer Brand on Job Seekers’ Attitudes and Intentions: The Moderating Role of Value Congruence and Social Media

Abstract

The "Talent War" has been going on for a while. This has prompted businesses to create strong employer brands that project a positive impression to potential job applicants to draw in the best-qualified ones. Although numerous researchers are interested in employer brand, however, little attempts have sought to comprehend how the two generations X and Y perceive the characteristics of an employer brand and how it affects their intention to apply for a job. Therefore, this paper seeks to understand the impact of employer brand attributes on generation X and Y attitudes and intention to apply for a job. It also examines the moderating influence of values congruence and social media on the connection between employer brand and intention to apply for a job, along with the role of belonging to generation X or Y, business sector, and experience level. Conducting a quantitative approach, 272 questionnaires were collected and analyzed. Using AMOS-SEM, the empirical findings revealed that employer brand positively affected job-seeking attitudes; however, there is no significant link between employer brand and intention to apply for a job. Additionally, the findings confirmed the interaction role of both values congruence and social media on the association between employer brand and intention to apply for a job. In addition, by conducting a multigroup analysis (MGA), we found no empirical support for the significant effect of experience and business line. Nevertheless, the positive and significant effect of belonging to generation X was revealed. This paper holds outstanding theoretical and managerial contributions for concerned scholars and employers, respectively.