Employee participation in employer branding activities in social media: A way to impression management

Abstract

Employees knowingly or not, permeate a good amount of information about their organization to the online world. Most of the networking platforms in internet, are freely available, and are increasingly being utilized by individuals for entertainment, knowledge acquisition, voicing their opinions, creating networks of like-minded individuals and for different other purposes. One such purpose is impression management which is done with the intention of self-enhancement in organizations. Employees who belong to different departments and levels in an organization share the same social media websites and it provides an excellent platform for employees to network and showcase their abilities, special skills, and loyalty to the organization. An Employer values those employees who add value to business and one of the ways to be a valuable organization member is by participating in employer branding. In this review we have tried to evaluate the relationship between the employee’s intention of self enhancement through impression management in social media and the process of decision making in employee’s participation, in employer branding efforts on social media.