How do Global Organizations Build Employee Advocates Who Champion Their Brand
Stauffer, Jenny; Narayanan, Nina
[Excerpt] Increasingly job applicants are focusing more on the image of the companies that they are applying to. 54% of online job seekers read company reviews before deciding to join and 75% of job seekers consider the employer brand before deciding to apply to a job. A staggering 69% of would-be employees would not accept a job from a company with a bad employer brand even if the alternative was no job at all. Additionally, positive employer brands can have positive effects on a company's bottom line. A study found that positive employer brands can lead to reductions in turnover and cost-per-hire, as well as an increase in qualified applicants and time to hire. These statistics show the strategic importance of focusing on an employer brand that delivers for potential applicants. In the following research we will determine the best strategy for building an employer brand through a company’s own employees.
Human Resources; branding; employee advocates; brand ambassador; brand management; HR; brand citizenship
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