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

Abstract

PurposeThe 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/approachThis 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.FindingsThe 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/valueThe 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.