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Navigating Employer Branding in the Digital Age: Exploring the Impact of Social Media Networking During the COVID-19 Pandemic
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Author(s): Bhanupriya Khatri (Independent Researcher, India), Nidhi Sharma (Chandigarh University, India), Shad Ahmad Khan (University of Buraimi, Oman)and Girija Nandini (Centurion University of Technology and Management, India)
Copyright: 2024
Pages: 20
Source title:
Global Practices on Effective Talent Acquisition and Retention
Source Author(s)/Editor(s): Bryan Christiansen (Southern New Hampshire University, USA), Muhammad Abdul Aziz (University of Hertfordshire, UK)and Elle Lily O'Keeffe (Rasmussen University, USA)
DOI: 10.4018/979-8-3693-1938-3.ch017
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Abstract
The COVID-19 pandemic has transformed the world of work, and social media has emerged as a critical platform for companies to connect with their employees, customers, and stakeholders. As companies navigate the new reality, their ability to adapt to the challenges posed by the pandemic and maintain their employer branding has become more important than ever. Thus, the foremost goal of the study is to examine the impact of social media networking on employer branding during the COVID-19 pandemic. The target audience of the study was HR professionals of private organizations situated in Tri-city (Chandigarh, Panchkula, and Mohali). Findings of the study revealed that social media has a crucial role in employer branding during the COVID-19. Also, the study revealed that performance expectancy (PE), effort expectancy (EE), social influence (SI) significantly influence behavioural intentions (BI); further, facilitating conditions (FC) and BI significantly influence actual use.
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