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Original Article | Volume 2 Issue 3 (ACR, 2025) | Pages 452 - 462
The Role of Social Media in Enhancing Employer Branding Through Employee Engagement
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1
Associate Professor-HR, N. L. Dalmia Institute of Management Studies and Research.
2
Professor, N. L Dalmia Institute of Management Studies and Research
3
Associate Professor, Marketing, S P Mandali's Prin L N Welingkar Institute of Management Development & Research (PGDM), Mumbai
Under a Creative Commons license
Open Access
Abstract

In the current competitive and dynamic market environment, firms are increasingly acknowledging the essential function of social media in improving employer branding via significant employee involvement. Organizations with a robust Employer Brand proficiently convey their identity and values, thereby recruiting elite talent and cultivating a workplace culture that employees take pride in representing. Engaged employees serve as genuine brand ambassadors, disseminating their favorable experiences and the organization's ideals via word of mouth and digital channels. This organic advocacy transforms employees into influential "Talent Magnets," attracting like-minded people who resonate with the company's goals and culture. Social media, as a preeminent influence in contemporary communication, significantly enhances these initiatives. As awareness increases that social networking significantly influences the daily lives of the current generation, firms are use these platforms to enhance their exposure, exhibit their culture, and interact with both existing and prospective personnel. The research on the influence of social media on employer branding underscores a notable transition towards an online brand presence, with organizations now systematically incorporating brand management into their corporate strategies. By emphasizing organizational strengths and connecting their messaging with the expectations of the contemporary workforce, firms may develop a robust employer brand that profoundly resonates. Employee involvement thus serves as a fundamental element in this process, augmenting internal commitment while simultaneously bolstering the company's exterior reputation. Social media serves as a vital conduit linking employee experience with employer perception, enhancing both recruitment and retention initiatives.

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