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A great place to work!?: Understanding crowdsourced employer branding
KTH, School of Industrial Engineering and Management (ITM).
2017 (English)In: Business Horizons, ISSN 0007-6813, E-ISSN 1873-6068, Vol. 60, no 2, 197-205 p.Article in journal (Refereed) Published
Abstract [en]

The benefits provided by employment and identified with a specific employing company are referred to as employer branding. We argue that when employees use IT to share and access work-related experiences openly across organizations, their expectations and assessments of workplaces change. We collected 38,000 reviews of the highest and lowest ranked employers on Glassdoor, an online crowdsourced employer branding platform. Using IBM Watson to analyze the data, we identify seven employer branding value propositions that current, former, and potential employees care about when they collectively evaluate employers. These propositions include (1) social elements of work, (2) interesting and challenging work tasks, (3) the extent to which skills can be applied in meaningful ways, (4) opportunities for professional development, (5) economic issues tied to compensation, (6) the role of management, and (7) work/life balance. We clarify that these value propositions do not all matter to the same extent and demonstrate how their relative valences and weights differ across organizations, especially if institutions are considered particularly good or bad places to work. Based on these findings, we show how employers can use crowdsourced employer branding intelligence to become great places to work that attract highly qualified employees.

Place, publisher, year, edition, pages
Elsevier, 2017. Vol. 60, no 2, 197-205 p.
Keyword [en]
Crowdsourcing, Glassdoor, IBM Watson, Employer branding, Employee engagement, Employer attractiveness, Artificial intelligence, Human resource management
National Category
Work Sciences
Identifiers
URN: urn:nbn:se:kth:diva-205499DOI: 10.1016/j.bushor.2016.11.005ISI: 000398009000006Scopus ID: 2-s2.0-85010698083OAI: oai:DiVA.org:kth-205499DiVA: diva2:1094704
Note

QC 20170510

Available from: 2017-05-10 Created: 2017-05-10 Last updated: 2017-05-10Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf