Social Media Effect on Gen Z’s Perception of Employer Branding

Chang, Ya-Ching (2024) Social Media Effect on Gen Z’s Perception of Employer Branding. Masters thesis, Dublin, National College of Ireland.

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Abstract

This dissertation examines the influence of social media on Generation Z's perception of employer branding, focusing on how digital platforms shape their understanding and engagement with potential employers. As Generation Z (born between 1997 and 2012) increasingly enters the workforce, due to their unique characteristics and digital-savvy nature, it is necessary to look into the role social media plays in their job-searching behaviours and employer evaluations. This study explores the extent to which social media reviews, comments, and employer-generated content impact Generation Z's perceptions of employer brand, work culture, and employment desirability.

The research is structured around several key areas: the habits and preferences of Gen Z regarding social media use in job seeking, the influence of social media on employer branding, and the effects of online reviews and influencer on Gen Z's application decisions. A qualitative approach was adopted, utilizing in-depth survey to collect data for this research.

Findings reveal that social media platforms serve as a primary source of information for Generation Z, with significant reliance on sites such as LinkedIn, Instagram, and Glassdoor for gathering insights about potential employers. Reviews and comments on social media can form an initial impression of employer brand but not powerful enough to influence their decision. The study also highlights the importance of existing employees in shaping employer brand perceptions, noting that candidate experience is crucial in relation to accepting an offer.

Moreover, the research identifies key factors that Gen Z considers when evaluating employer brands on social media, including organisational values, candidate experience, and opportunities for professional development. These factors are critical in shaping Gen Z's perception of an employer and influence their decision-making process when applying for jobs.

This dissertation concludes with the genuine effect of comments and reviews on social media platforms, and the vital role of candidate experience in employer branding and the recruitment process. Findings also point out the significant influence of current employees and future trend of using social media and influencers as tools of employer branding. As a result, this research recommends organisations to employ social media as promotional tools to promote core value; collaborating with current influencers or cultivating employees to be employee influencers to attract talents of Generation Z; and enhancing candidate’s experience to establish a desirable employer brand.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Tan, Eileen UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management > Recruitment
Divisions:	School of Business > Master of Arts in Human Resource Management
Depositing User:	Ciara O'Brien
Date Deposited:	16 Jun 2025 10:09
Last Modified:	16 Jun 2025 10:18
URI:	https://norma.ncirl.ie/id/eprint/7852

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