Employer branding: employer impact and the use of social networks

Abstract

Employer branding has allowed companies to highlight an attractive profile on social networks as a strategy to recruit potential candidates. In addition, it requires highlighting corporate reputation since it is an element that influences applicants to apply for a job vacancy. The objective of the study was to identify the perceptions of potential collaborators about employers and their intentions to apply for a job within the commercial sector in the province of Tungurahua. The employer attractiveness model (EmpAt), which evaluated the value of interest, social, economic, development and application, was applied using the statistical technique of factor analysis. The results reflected that the interest, economic, development, and practical value influence candidates to apply for a job in social networks. However, the social value was determined as a factor that has not influenced the behavior of potential applicants. It was concluded that applicants for a job in the commercial sector have taken into consideration the evaluation factors, however, a peculiar attitude was found, since the relationship between colleagues has not been considered relevant, although they demonstrated a positive attitude towards working, meeting objectives and receiving remuneration as the main elements of application.