Attracting University Graduates - Leveraging LinkedIn for Effective Employer Branding in the B2B Sector

Abstract

In the face of a global talent shortage and increasing competition for qualified candidates, employer branding has emerged as a critical strategic priority, particularly in the B2B sector, where companies often lack public visibility. This thesis investigates how LinkedIn, the leading professional networking platform, can be strategically utilized to attract university graduates from Generation Z, a digitally native and purpose-driven cohort. The research addresses a gap in the literature by focusing on external employer branding and is exploring how three key strategies, Work Community (employee-generated content), Company Brand (official corporate posts), and Human Brand (leadership communication), can be applied effectively on LinkedIn and which of these three is the most beneficial for B2B organizations. The study also identifies, which LinkedIn features and employer attributes are most influential to university graduates during the job search. A comprehensive literature review provides an extensive theoretical overview that builds on social identity and social comparison theories to explain how individuals identify with organizations through digital content. The empirical component of the thesis consists of a quantitative survey with 54 valid participants, all current students or recent graduates with an interest in B2B careers and active LinkedIn use. A quantitative survey was conducted for the methodology and the following results were gathered: • LinkedIn's Influence: LinkedIn plays a significant role in shaping graduates' perceptions of employers. 88% of participants use it for job searching, and 69% consult company pages before applying. The platform is valued for providing insight into company culture and values. • Employer Branding Strategies: Among the three strategies, Work Community was rated most effective by participants, who view employee-generated content as authentic and trustworthy. This was followed by the Human Brand strategy and the Company Brand strategy. • LinkedIn Features: The most influential features for employer branding were job listings (mean score 8.19), company pages (7.44), and professional networking (7.39). Direct messaging was perceived as least influential (5.83). • Important Attributes: University graduates prioritize internal attributes such as career development opportunities, work environment, and employee well-being over external prestige or innovation. The thesis concludes with strategic recommendations for B2B companies: embrace employee advocacy, leverage LinkedIn’s most impactful features, maintain an active company presence, and tailor content to reflect authenticity, purpose, and professional growth opportunities. While the research is regionally focused and limited in scale, it offers a practical framework for enhancing talent attraction through digital employer branding.

Date of Award	2025
Original language	English
Supervisor	Karin Palmetshofer-Hörschinger (Supervisor)