Wissenschaft und Forschung an der HdM

Abschlussarbeit

Influencer im Kontext von Social-Media-Recruiting: Die Potenziale von Corporate Influencern auf der Plattform Instagram für das Employer Branding und die Stärkung der Arbeitgebermarke

Companies are increasingly relying on social media recruiting as part of employer branding in order to attract applicants and position themselves as an attractive employer on the labour market. One instrument of social media recruiting has come into focus in recent years: corporate influencers. In view of the fact that Instagram is the most popular platform for young talents, this study is dedicated to the following research question: To what extent does the use of corporate influencers on Instagram as part of companies' social media recruiting strategy have a positive effect on strengthening the employer brand? 

 

A quantitative study was used to analyse the perception within the target group of young talents of corporate influencers on Instagram as well as the perception of companies by

corporate influencers on Instagram in terms of authenticity, credibility, approachability and information content. Furthermore, the effects on employer image, employer reputation and the intention to apply were analysed through the use of corporate influencers on Instagram. Approachability and information content were identified as potentials within the study.

Corporate influencers are perceived as approachable and provide information that is not available anywhere else. This makes the company appear more likeable and differentiates it from other employers. However, corporate influencers on Instagram are not perceived as authentic or credible and there are no positive effects on the perception of companies in terms of authenticity and credibility.

 

It is crucial for young talents' application intentions that the employer appears authentic, credible and approachable. The use of corporate influencers on Instagram can only support this to a limited extent and does not replace holistic, authentic, credible and approachable communication from companies. Furthermore, it was found that Instagram is only used to a limited extent by the target group in a professional context. Mostly to gain insights into everyday working life and corporate culture.

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Autoren: Hölke, Lisa / Weißhaupt, Michael
Seiten: 100

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