Warning: in_array() expects parameter 2 to be array, null given in include() (line 295 of /var/www/vhosts/mmi.fem.sumdu.edu.ua/httpdocs/sites/all/themes/mmi/node-article.tpl.php).

Company image in social network as predictor of intention to apply for a job position

Neringa Vilkaite-Vaitone1, Ugne Lukaite2
1. Vilnius Gediminas Technical University (Lithuania)
2. Vilnius University (Lithuania)
209 - 222
Cite as:
Vilkaite-Vaitone, N., Lukaite, U. (2019). Employer Attractiveness on Social Networks and Organizational Image as Predictors of Intentions to Apply for a Job Position. Marketing and Management of Innovations, 3, 209-222. http://doi.org/10.21272/mmi.2019.3-16


This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of employer attractiveness on social networks, organizational image impact upon intentions to apply for a job position in banking industry. The main purpose of the research is to theoretically and empirically evaluate the impact of attractive workplace communications on social networks and image of a bank as an employer upon intentions to apply for a job position. Systematization of literary sources and approaches for solving the research problem indicates that there exist sufficient scientific background to expect a positive impact of workplace attractiveness on the image of employer. Usage of social media is also supposed to have a positive impact on the image, while the image might be a predictor of intentions to apply for a job. The relevance of the decision of this scientific problem is that social media has a huge potential to strengthen employer’s image, however, it also might destroy a carefully formed employer’s image. Such a potential stresses the role of banks’ communications on social network for building efficient employer image. A questionnaire research of students is carried out in Lithuania. The paper presents the results of an empirical analysis, which showed that job seekers in a labour market behave similarly to consumers in a marketplace. Banks should put efforts in order to present themselves as attractive working places on social networks in order to form a favourable employer’s image and encourage job seekers to apply for positions. Results of this study indicate that usage of social networks for the formation of image of employer can be a helpful tool. This is important because there are clear links between workplace attractiveness, usage of social networks and image of an employer. The latter construct is positively related to intentions to apply for a job. The results of the research can be useful for commercial banks. This study provides banks with useful insights of the factors that determine their image in labour market. Such insights give banks a perceptible information of how to become more attractive in labour market with the help of communications on social networks.

employer attractiveness, employer branding, social networks, organizational image, intention to apply for a job, banking industry

  1. Ajzen I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
  2. Ajzen I. (2002). Perceived behavioural control, self-efficacy, locus of control, and the theory of planned behaviour. Journal of Applied Social Psychology, 32(4), 665–683.
  3. Berthon P., Ewing M., Hah L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24, 151–172.
  4. Bondarouk T., Ruel H. J. M., Weekhout W. (2012). Employer branding and its effect on organizational attractiveness via the World Wide Web: results of quantitative and qualitative studies combined. Proceedings of the 4th International e-HRM Academic Conference on Innovation, Creativity and e-HRM.
  5. Cable D. M., & Yu K. Y. T. (2006). Managing job seekers’ organizational image beliefs: The role of media richness and media credibility. Journal of Applied Psychology, 91, 828-840.
  6. Caligiuri P., Phillips J., Lazarova M., Tarique I., Burgi P. (2001). The theory of met expectations applied to expatriate adjustment: the role of crosscultural training. The International Journal of Human Resource Management, 12, 357–372.
  7. Celani A., Singh P. (2011). Signalling theory and applicant attraction outcomes. Personnel Review, 40(2), 222–238.
  8. Collins C. J., Stevens, C. K. (2002). The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: a brand equity approach to recruitment. Journal of Applied Psychology, 87, 1121–1133.
  9. Correa T., Hinsley A. W., de Zúñiga H. G. (2010). Who interacts on the web? The intersection of users’ personality and social media use. Computers in Human Behavior, 26(2), 247-253.
  10. Cretu A. E., Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240.
  11. Cross M. (2014). Employment and Social Media. Social Media Security, 45-70.
  12. Edwards, M. R. (2009). An integrative review of employer branding and OB theory. Personnel Review, 39(1), 5-23.
  13. Eger L., Micik M., Gangur M., Rehor P. (2019). Employer branding: exploring attractiveness dimensions in a multicultural context. Technological and Economic Development of Economy, 25(3), 519–541.
  14. Figurska I., Matuska E. (2013). Employer branding as a human resources management strategy. Human Resources Management & Ergonomics, 7(2), 35–51.
  15. Gomes D., Neves J. (2011). Organizational attractiveness and prospective applicants’ intentions to apply. Personnel Review, 40(6), 684–699.
  16. Highhouse S., Lievens F., Sinar, E. F. (2003). Measuring attraction to organizations. Educational and Psychological Measurement, 63(6), 986–1001.
  17. Jiang T. T., Iles P. (2011). Employer‐brand equity, organizational attractiveness and talent management in the Zhejiang private sector, China. Journal of Technology Management in China, 6(1), 97–110.
  18. Kissel P., Buttgen M. (2015). Using social media to communicate employer brand identity: the impact on corporate image and employer attractiveness. Journal of Brand Management, 22(9), 755–777.
  19. Knox S., Freeman C. (2006). Measuring and managing employer brand image in the service industry. Journal of Marketing Management, 22, 695–716.
  20. Lievens F., Hoye G. V., Anseel F. (2007). Organizational identity and employer image: towards a unifying framework. British Journal of Management, 18, 45–59.
  21. Marcus B., Schuler H. (2004). Antecedents of counterproductive behavior at work: a general perspective. Journal of Applied Psychology, 89(4), 647-660.
  22. Mathieson K. (1991). Predicting user intentions: comparing the technology acceptance model with the theory of planned behaviour. Information Systems Research, 2(3), 173–239.
  23. Melewar T. C., Karaosmanoglu E. (2006). Seven dimensions of corporate identity: a categorisation from the practitioners’ perspectives. European Journal of Marketing, 40(7/8), 846-869.
  24. Moroko L., Uncles M. D. (2008). Characteristics of successful employer brands. Journal of Brand Management, 16(3), 160‑175.
  25. Pingle S. S., Sharma A. (2013). External employer attractiveness: a study of management students in India. Journal of Contemporary Management Research, 7(1), 78–95.
  26. Priyadarhini C., Kumar Y. L. N., Jha R. R. (2017). Employer attractiveness through social media: a phenomenological study. The Qualitative Report, 22(4), 969–983.
  27. Priyadarshi P. (2011). Employer brand image as predictor of employee satisfaction, affective commitment & turnover. The Indian Journal of Industrial Relations, 46(3), 50–522.
  28. Reis G. G., Braga B. M. (2016). Employer attractiveness from a generational perspective: implications for employer branding. Revista de Administracao, 51(1), 103–116.
  29. Robertson A., Arachchige B. (2013). Employer attractiveness: Comparative perceptions of undergraduate and postgraduate students. Sri Lankan Journal of Human Resource Management, 4(1), 33–48.
  30. Sivertzen A. M., Nilsen E. R., Olafsen A. H. (2013). Employer branding: employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473–483.
  31. Tuzuner V. L., Yuksel C. A. (2009). Segmenting potential employees according to firms employer attractiveness dimensions in the employer branding concept. Journal of Academic Research in Economics, 1(1), 46–61.