Employer branding and digital-technological preparedness in non-profit organisations

Employer branding in non-profit organisations is increasingly shaped by digital-technological preparedness, including data orientation, digitalisation level, ICT utilisation, and social media use. These organisational capabilities may function as visible signals of professionalism, adaptability, and organisational credibility in digitally mediated environments. The study used a questionnaire survey, exploratory analysis, and multiple linear regression, with statistical analyses conducted in RStudio. This study aims to identify organisational, digital, and technological factors associated with employer branding intensity in non-profit organisations. Three hundred thirty-five respondents, representing non-profit organisations operating in Slovakia, completed the questionnaire. The results show that approximately two-thirds of respondents recommend and positively evaluate the organisation they work for. Overall, 93% of respondents reported that their organisations engage in employer branding activities, primarily through consistent brand presentation or by familiarising organisational members with the brand. At the same time, many organisations lacked a dedicated individual responsible for employer branding activities. The results indicate statistically significant associations between employer branding intensity and selected digital-technological factors, including data orientation, digitalisation level, ICT utilisation, and social media use. The regression analysis additionally identified significant associations involving strategic orientation, ethical orientation, recruitment practices, and recognition and motivational practices. Among the digital-technological variables, data orientation and social media use demonstrated some of the strongest positive associations with employer branding intensity. Given the cross-sectional and self-reported survey design, the findings should be interpreted as associations rather than causal relationships. The study contributes to employer branding research by applying signalling theory in a new empirical context toward digital-technological organisational capabilities in the non-profit sector. Cybersecurity was not directly operationalised in the empirical model. The findings provide contextual insight for organisations operating in digitally mediated environments, where digital visibility and digital-technological maturity shape perceived organisational credibility.