EMPLOER BRANDING AND SOCIAL MEDIA IN CONEXT OF MALASIAN BANKING INDUSTRY


Summer Aslam,Farid Shamsuddin,Rosni Binti Abdul waheed
UNIKL, , Malaysia
Abstract
Social media is a planet of communication. The fresh arrival of social media in employer branding can help organizations attract skilled employees. Nevertheless, in that respect are different pros and cons of social media that might be the reason of less usage of its business perspectives. The three exogenous variables, namely employer branding, familiarity and reputation were observed in against the endogenous variable intention to apply. However, employer familiarity and reputation were also put as a mediator for social media and decision to submit the job application. Social media as a moderator was also put to know the effectiveness of three these exogenous for intention to apply. Social media is the new window of opportunity for employers whereby they can utilize this opportunity to be grooming their images. The respondents of this study were final year business graduates. Data analysis was carried out by using SPSS and Smart PLS.
Keywords: Employer Branding, Familiarity, Social media, Decision to submit the job Application
Journal Name :
EPRA International Journal of Economics, Business and Management Studies (EBMS)

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Published on : 2022-04-25

Vol : 9
Issue : 4
Month : April
Year : 2022
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