The popularity and value of social media sites have stretched beyond their initial social connection purposes; today, they represent critical tools for individual and firm visibility. This paper compares and contrasts institutional theory and signaling theory to investigate (1) whether having a job-dedicated page on social media sites (i.e., Facebook, LinkedIn, and Twitter) is related to an organization’s employer reputation, and (2) whether it is merely the fact of having a job-dedicated social media page, or actually communicating (i.e., posting, tweeting, etc.) on that page that is related to an organization’s employer reputation. We used data collected from three major social media sites and found that having a job-dedicated LinkedIn page was positively related to employer reputation, whereas having a job-dedicated Facebook or Twitter page was not related to employer reputation. Furthermore, we did not find social media activity to be related to employer reputation.

中文翻译：

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工作专用社交媒体对雇主声誉的影响

社交媒体网站的受欢迎程度和价值已经超出了最初的社交联系目的；今天，它们代表了个人和公司知名度的关键工具。本文比较和对比制度理论和信号理论，以调查 (1) 在社交媒体网站（即 Facebook、LinkedIn 和 Twitter）上拥有工作专用页面是否与组织的雇主声誉有关，以及 (2)仅仅是拥有一个工作专用的社交媒体页面，或者在该页面上实际进行交流（即，发帖、发推文等），这与组织的雇主声誉有关。我们使用了从三个主要社交媒体网站收集的数据，发现拥有专门工作的 LinkedIn 页面与雇主声誉呈正相关，而拥有工作专用的 Facebook 或 Twitter 页面与雇主声誉无关。此外，我们没有发现社交媒体活动与雇主声誉有关。