Corporate Brand Strength; Employees; Signaling Theory; Social Media;
In a similar way as consumers use social media to spread word-of-mouth about brands and firms, employees perform similar activities when posting company-related content on social media. Such posts can be of significant importance for future employees who use them as supposedly unbiased information of firm attractiveness. Hence better understanding such activity is a crucial element of many HR managers.In this study the authors rely on signaling theory to explore the relationships between corporate brand strength, corporate social media activity and company-related posts by employees on social media channels.To analyze those relationships, the authors apply variance-based structural equation modeling (PLS SEM) based on data from a survey among scholars who published in A-journals. Their results show that corporate brand strength alone is not sufficient to mobilize employees to upload company-related posts.However, corporate brand strength influences corporate social media activity, which, in turn, impacts company-related posts by employees on social media. The authors highlight the crucial role of employees as spokespeople and influencers for firms, especially vis-à-vis applicants and prospective employees.