Social Media als Employer Branding Strategie: Einfluss von Employer-Branding-Maßnahmen auf Instagram und TikTok auf die Arbeitgeberattraktivität

The ongoing shortage of skilled workers and the increasing "war for talents" present companies with the challenge of positioning themselves as an attractive employer in order to attract qualified talent. External employer branding activities in social media are increasingly important, particularly with regard to addressing young target groups. The aim of this study is to investigate which external employer branding measures on Instagram and TikTok influence the perception of Generation Y and Z with regard to the attractiveness of a company as an employer. The study is based on a quantitative research design using an online survey as a research instrument. The results of the data analysis indicate that there are differences between Generations Y and Z in terms of content and preferred formats. Generation Y prefers an authentic and informative approach via Instagram that focuses on communicating symbolic attributes. Generation Z, on the other hand, values authentic and humorous insights and the experiential presentation of the employer through instrumental attributes, preferably via Instagram and additionally via TikTok. The implementation of specific activities can have a positive influence on the application intentions of both generations. The findings underline the relevance of a generation-specific approach in order to position oneself as an attractive employer brand on the labor market in the long term.