The impact of social networking and the employer attractiveness on the intention to apply for jobs

Abstract

The purpose of this research is to find out which factors employers think are important to focus on while developing their employer branding strategy. On a sample size of 301 students in Ho Chi Minh City, a quantitative research approach and Partial Squares Structural Equation Modeling (PLS-SEM) techniques were used to evaluate the model and research hypotheses. The result shows that there is no positive relationship between interesting value, development value, economic value, social value, and corporate reputation. Only application value has a positive relationship with corporate reputation. Moreover, worker electronic Word-of-mouth (weWOM) and perceived available information were significantly associated with corporate image, which has a positive influence on job seekers’ perceived behavioral control and intention to apply for jobs. Based on the result, some solutions are proposed to help businesses use social networking effectively and develop employer branding strategies to attract more potential candidates. Keywords: Social networking