Employer Branding: Through the Lens of Career Growth and Organizational Attractiveness
DOI:
https://doi.org/10.53379/cjcd.2024.395Keywords:
Career growth opportunities, Employer branding, Organizational Attractiveness Signalling theory, Social Identity Theory, Word of mouth, Use of social mediaAbstract
This study explores the key role that employer branding plays in shaping individual career development and the attractiveness of an organization in general, especially in the IT industry. A thorough literature analysis that grounds the study in well-established employer branding theories complements the qualitative provided by in-depth interviews with HR managers. The study uses the SORA (Summary Oral Reflective Analytics) to uncover complex viewpoints. It reveals the interdependence of social media and word-of-mouth, highlighting their combined impact on career growth opportunities and organizational attractiveness. The managerial implications arising from these findings provide firms with practical tactics that emphasize the strategic integration of social media and word-of-mouth to maximize employer branding initiatives. As well as this study also recognizes the vital part that these interconnected aspects play in determining achievement in the competitive IT landscape and provides practical insights to drive organizational practices.
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