Linking social media marketing to talent retention through employer branding: An empirical investigation using mixed method approach

Abstract

In the era of modern technology, IT companies not only treat social media as a marketing tool for the customers, but it should be treated as a platform to build a connection with the employees. This study uses a mixed-method approach to investigate the effects of social media marketing on talent retention in the Indian IT industry it also focuses on the framework driven by Social Exchange theory and highlights the mediating role of employer branding and integrating firm and employee generated content. The data is analyzed by using SMART PLS 4.0 for quantitative analysis and NVIVO 15 software for qualitative analysis. The findings demonstrate that social media marketing significantly and favorably affects an organization’s ability to retain its workforce. The findings highlight social media’s strategic role in strengthening talent retention beyond traditional HR practices.