Exploring the Role of Influencers in Shaping Employer Brands: A Comparative Study of Corporate and Third-Party Influencers

Abstract

To succeed in the ‘war for talent’, it is becoming increasingly important for companies to build a strong employer brand, with social media playing a key role in targeting potential applicants from Generation Z. Against this backdrop, more and more companies are turning to influencer marketing, hiring external third-party influencers, or appointing their own employees as corporate influencers. However, the use of social media influencers in the context of employer branding has been little researched, especially the specific contributions of corporate influencers compared to third-party influencers. Against this background, an online experiment (n = 214) was conducted. The results show that perceived company-influencer fit and parasocial interaction support positive effects of influencer communication on employer reputation, employer image and intentions to apply. Furthermore, corporate influencers were found to have a stronger positive impact than third-party influencers on the employer brand. While prior research on social media influencers has focused largely on the marketing of product brands, this study contributes to a better understanding of their impact on the corporate brand level. The results illuminate the potential of employees as communicators to shape perceptions and attitudes of external stakeholders.