Impact of Personality Factors on Employer Branding Behavior of Employees in Social Media

Abstract

The purpose of this study is to determine the combined influence of employee personality and organizational factors on employer branding behavior of employees, in social media. Variables such as Person-Organization fit (P-O fit), organizational citizenship behavior (OCB), and the intention to manage impressions were explored in the decision-making process of employees to participate in employer branding via social media. This research attempts to explain employee behavior using different relevant theories. This study has considered 382 authentic replies from employees of various firms around India. These participants responded to a self-report questionnaire using pre-established scales. SPSS and SMART PLS were used to evaluate the data collected. The findings indicate that while personality traits and intention to manage impressions have little effect on employee participation in social media branding, organizational citizenship behavior and P-O fit have a substantial effect. This study adds to the corpus of knowledge in the areas of electronic word of mouth (eWoM), personality, customer-oriented boundary-spanning behavior of employees, organizational citizenship behavior, and supportive employee behavior in social media.