최고경영자의 메시지를 통한 고용주 브랜딩:최고경영자의 소셜 미디어 사용이 조직 이미지와직업추구의도에 미치는 영향에 대한 분석

Abstract

The main goal of this study was to explore how leaders’ social media use would potentially impact two dimensions of organizational images－openness and innovativeness－ultimately influencing Millennials’ job pursuit intentions. Based on the attraction-selection-attrition (ASA) model, this study focused on two mediators－person-organization fit (POF) and organizational attractiveness－of connecting openness and innovativeness with job pursuit intentions. Results from a path analysis fully supported all of the proposed hypotheses, indicating that the CEO’s social media use played a significant role in determining organizational images and ultimately increasing job pursuit intentions. These findings contribute to widening our knowledge of the underlying mechanisms of creating the relationships among leaders’ strategic use of social media, employer branding, and attracting qualified young applicants.