An Employer Branding through Digital Platform and its Impact on the Job Seekers Perception of Employer Brand

The study mainly focuses on understanding the effectiveness of branding done by the employer through the company website and social networking site, what sought of an influence it has on the job seekers perception of employer brand taking respondents demographic factors into consideration. Aspects like accessibility, credibility, user-friendly, responsiveness, accuracy, transparency and future reference were taken into consideration. Respondents were asked to give the feedback on the above-mentioned aspects in relation to looking for job search or for seeking information about the employer for understanding the employer's credibility through the company website and social networking site. Data for the study was collected through primary source by questionnaire and secondary data through research articles for understanding the previous research in the area. Analysis of the study was done through quantitative method, with a sample size of 300 respondents. Non-probability sampling method and convenient sampling were adopted for choosing the sample size required for the study. Data were analysed using SPSS 20 and correlation test was done to understand the factors that had a major influence on the job seekers perception of the employer based on the employers branding through an online platform and ANOVA test to understand the influence of demographic factors on perception of respondents about the online presence of an employer at a significance level of 0.05. Based on the outcome of the study it could be inferred that aspects those mainly influenced the job seekers perception of employer branding through digital platform were user-friendly, responsive, and accessibility for getting information followed by future preference, transparency, credibility and accuracy. The results of the ANOVA test clearly stated that demographic factors did have a major influence on job seekers perception out of which work experience of the job seekers influenced the most followed by age and gender of the respondents.