Amid ongoing talent shortages across industries, organizations increasingly explore digital employer branding approaches. This study investigates how LinkedIn-based corporate influencers shape employer of choice (EOC) evaluations through a multi-cue person-environment congruence framework, using Germany's stationary food retail sector as a theoretically relevant test case.
Building on person-environment congruence theory, similarity-attraction theory and self-identity theory, the study introduces an integrated model comprising person-organization congruence (POC), person-job congruence (PJC) and person-corporate influencer congruence (PCIC). Data from a scenario-based online survey (n = 707 LinkedIn users in Germany) were analyzed via PLS-SEM.
POC, PJC and PCIC were positively and significantly associated with EOC perceptions, with PCIC emerging as the strongest predictor (β = 0.39) and partially mediating the effect of POC on EOC. Exploratory multi-group analyses revealed subgroup differences in PCIC → EOC and PJC → EOC (gender) and PCIC → EOC (generational cohort), with Generation Z showing the strongest PCIC → EOC association.
While the scenario-based design supports internal validity, the study's focus on a single country and sector limits generalizability. Future research should test the PCIC framework using cross-industry, cross-cultural designs and triangulate scenario evidence with field data.
Employer branding strategies may benefit from leveraging corporate influencers who authentically reflect organizational values and resonate with specific target groups, particularly younger audiences.
This study introduces PCIC as a digitally-mediated form of interpersonal fit and demonstrates how ambassador-based fit cues operate alongside person-organization and person-job congruence to shape EOC perceptions in social-media-based employer branding.
