Leveraging employees as spokespeople in your HR strategy: How company-related employee posts on social media can help firms to attract new talent

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 we 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, we apply variance-based structural equation modeling (PLS SEM) based on data from a survey among scholars who published in A-journals. Our 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. We highlight the crucial role of employees as spokespeople and influencers for firms, especially vis-à-vis applicants and prospective employees.