Employer Branding as a Predictor of Corporate Reputation Examining the Role of Social Media and Employees Brand Advocacy

Abstract

Employer branding is becoming a progressively significant area for research and practice. Globally, organizations recognize the need to have a compelling employer brand that differentially effects the conception and sustenance of its competitive advantage generating favourable corporate reputation. The employees of an organization are the leading creators of its employer brand. With increasing presence of social media, they are even more competent to influence their firm s reputation. newline