Social Media as a Dual HR and Marketing Tool: A Study on Brand Image and Talent Attraction

Abstract

The integration of social media in organizational communication that is on the rise has eroded the boundaries between marketing and human resource management (HRM). This study examined how a social media can be considered as a dual HR/marketing tool in creating employer brand image and appealing to prospective talent. Based on the theories of employer branding and digital marketing, the study investigated the effectiveness of social media involvement in increasing the attractiveness and credibility of organizations. The quantitative, cross sectional study design was chosen and data collected by administering a structured online questionnaire. The analysis has used Exploratory Factor Analysis (EFA) to determine latent dimensions of the social media engagement, employer brand image, and attraction of talent. The findings supported a robust and valid three-factor model and proved the fact that social media involvement affects the brand perception and the outcomes related to the recruitment process substantially. The results indicate that social media can be considered an HR and marketing convergence tool since it can enhance the reputation of a given organization and increase its attractiveness to potential hires at the same time. This twofold influence is indicative of the significance of veritable, interactive, and regular social media communication. The study will add to the literature on the subject by confirming empirically the intersection of the social media marketing and HRM practices. It provides practical information to the organizations that have intentions to embark on using the social media strategically to have a better employer brand identity as well as attract the high-quality talent in a digitally competitive landscape.