Employer Branding on Instagram: The importance of doing it, and doing it right

Abstract: Employer branding is a relatively new concept that has received more interest in recent years, as it has been adopted by organizations to create a competitive advantage against the growing competition in the labor market. Instagram is being increasingly used for employer branding purposes, and thus, it is important to investigate how employer branding activities on Instagram should be conducted in order to fulfill its purpose; attracting potential employees. The study aims to explain whether an organization's employer branding on Instagram in terms of having an employer account will enhance the organization's ability to attract potential employees. Further, the study aims to investigate how the pictures on such an employer account should be presented in terms of aesthetics and ethnic diversity in order to attract potential employees. An online quantitative experiment was conducted with 321 respondents responding to the surveys. The results show that an organization can increase job seekers intention to apply by creating an employer account on Instagram on which it shares snapshots that include ethnically diverse employees.