Role of social media in employer branding and employee retention in the tech sector

Abstract

This study examines the role of social media in enhancing employer branding and employee retention in the tech sector. Platforms like LinkedIn, Instagram, and Glassdoor enable firms to highlight their culture, values, and employee experiences. Authentic content such as testimonials and team events builds trust and a positive brand image. Social media also boosts employee engagement by celebrating achievements and growth, fostering emotional connection and loyalty. In a competitive, innovation-driven industry, strategic social media use attracts top talent and supports retention. Ultimately, it helps create a transparent, engaging work environment that drives long-term organizational success.