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Impact of Social Media on Employer Branding & Job Intent

Discover how social media presence affects employer brand perception and candidate application intent through statistical analysis and Chi-Square findings.

#employer-branding#social-media-marketing#hr-strategy#talent-acquisition#recruitment-marketing#academic-research#linkedin-strategy
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Statistical Findings
Summary of Key Results
01 & 02

Objective 1: Social Media Presence → Employer Brand Perception

H₁ Accepted (p = 0.000 ≤ 0.05)
r = 0.62
Pearson Correlation
R² = 38.4%
Variance Explained
N = 123
Sample Size
Insight:Strong positive correlation — active social media presence significantly enhances employer brand perception among candidates.

Objective 2: Employer Brand Perception → Intent to Apply

H₁ Accepted (p = 0.000 ≤ 0.05)
r = 0.562
Pearson Corr.
R² = 31.6%
Variance
Explained
β = 0.562
Std.
Coefficient
t = 7.65
t-Statistic
Insight:Positive employer brand perception is a significant predictor of candidates' intention to apply (regression: B = 0.88, p < .001).
Niyati Jashvantsinh Parmar | Enrolment No: 248380592108
Made byBobr AI
Statistical Findings
03

Objective 3: Digital Employer Branding → Application Intent (Chi-Square Test)

H₁ Accepted (p = 0.000 ≤ 0.05)
χ² = 36.520
Pearson Chi-Square
df = 4
Degrees of Freedom
p = 0.000
Significance Level
Insight:Statistically significant association between digital employer branding and application intent — candidates with higher brand perception show stronger intent to apply.

Key Survey Highlights

(N = 123 Respondents)
LinkedIn Dominates
Most preferred platform for employer research among candidates
Employee Stories = #1 Content
30% say employee stories most influence apply decisions
50% Flag Unanswered Comments
Top social media 'red flag' for candidates
55% Prefer Weekly Updates
Optimal posting frequency for career-related content
Niyati Jashvantsinh Parmar | Enrolment No: 248380592108
Made byBobr AI
CONCLUSION
01
Social Media Drives Brand Perception
A strong and engaging social media presence directly enhances employer brand perception. Organizations active on LinkedIn, Instagram, and Facebook are significantly more likely to build a positive image among potential candidates (r = 0.62, p < .001).
02
Positive Branding Converts Candidates
Employer brand perception is a strong predictor of application intent (β = 0.562, R² = 31.6%). Candidates are significantly more likely to apply to organizations that project authentic, positive, and engaging digital employer brands.
03
Digital Branding is a Strategic Necessity
Chi-Square analysis (χ² = 36.520, p < .001) confirms a significant association between digital employer branding and application intent. Social media is no longer optional — it is a core driver of modern talent acquisition.
Overall Conclusion: Social media presence, employer branding, and application intent are significantly and positively interrelated. Organizations that invest in consistent, authentic digital communication gain a measurable competitive advantage in attracting top talent.
The Influence of Social Media Presence on Employer Brand Perception and Application Intent
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Impact of Social Media on Employer Branding & Job Intent

Discover how social media presence affects employer brand perception and candidate application intent through statistical analysis and Chi-Square findings.

Statistical Findings

Summary of Key Results

01 & 02

Objective 1: Social Media Presence → Employer Brand Perception

H₁ Accepted (p = 0.000 ≤ 0.05)

r = 0.62

R² = 38.4%

N = 123

Strong positive correlation — active social media presence significantly enhances employer brand perception among candidates.

Objective 2: Employer Brand Perception → Intent to Apply

H₁ Accepted (p = 0.000 ≤ 0.05)

r = 0.562

R² = 31.6%

β = 0.562

t = 7.65

Positive employer brand perception is a significant predictor of candidates' intention to apply (regression: B = 0.88, p < .001).

Niyati Jashvantsinh Parmar | Enrolment No: 248380592108

Statistical Findings

03

Objective 3: Digital Employer Branding → Application Intent (Chi-Square Test)

H₁ Accepted (p = 0.000 ≤ 0.05)

χ² = 36.520

df = 4

p = 0.000

Statistically significant association between digital employer branding and application intent — candidates with higher brand perception show stronger intent to apply.

Key Survey Highlights

(N = 123 Respondents)

LinkedIn Dominates

Most preferred platform for employer research among candidates

Employee Stories = #1 Content

30% say employee stories most influence apply decisions

50% Flag Unanswered Comments

Top social media 'red flag' for candidates

55% Prefer Weekly Updates

Optimal posting frequency for career-related content

Niyati Jashvantsinh Parmar | Enrolment No: 248380592108

CONCLUSION

01

Social Media Drives Brand Perception

A strong and engaging social media presence directly enhances employer brand perception. Organizations active on LinkedIn, Instagram, and Facebook are significantly more likely to build a positive image among potential candidates (r = 0.62, p < .001).

02

Positive Branding Converts Candidates

Employer brand perception is a strong predictor of application intent (β = 0.562, R² = 31.6%). Candidates are significantly more likely to apply to organizations that project authentic, positive, and engaging digital employer brands.

03

Digital Branding is a Strategic Necessity

Chi-Square analysis (χ² = 36.520, p < .001) confirms a significant association between digital employer branding and application intent. Social media is no longer optional — it is a core driver of modern talent acquisition.

<span style="font-weight: 700; color: #1B4332;">Overall Conclusion:</span> Social media presence, employer branding, and application intent are significantly and positively interrelated. Organizations that invest in consistent, authentic digital communication gain a measurable competitive advantage in attracting top talent.

The Influence of Social Media Presence on Employer Brand Perception and Application Intent