IDEAS home Printed from https://ideas.repec.org/a/eee/bushor/v60y2017i2p197-205.html
   My bibliography  Save this article

A great place to work!? Understanding crowdsourced employer branding

Author

Listed:
  • Dabirian, Amir
  • Kietzmann, Jan
  • Diba, Hoda

Abstract

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.

Suggested Citation

  • Dabirian, Amir & Kietzmann, Jan & Diba, Hoda, 2017. "A great place to work!? Understanding crowdsourced employer branding," Business Horizons, Elsevier, vol. 60(2), pages 197-205.
    • Handle: RePEc:eee:bushor:v:60:y:2017:i:2:p:197-205
    DOI: 10.1016/j.bushor.2016.11.005
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0007681316301276
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.bushor.2016.11.005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Krystyna Mazurek-Lopacinska & Magdalena Sobocinska, 2021. "Social Media in Marketing Activities of Enterprises in the Light of the Analysis of Empirical Research Results," European Research Studies Journal, European Research Studies Journal, vol. 0(4 - Part ), pages 647-658.
    2. repec:ers:journl:v:xxiv:y:2021:i:4b:p:647-658 is not listed on IDEAS
    3. Sikandar Ali Qalati & Dragana Ostic & Gu Shuibin & Fan Mingyue, 2022. "A mediated–moderated model for social media adoption and small and medium‐sized enterprise performance in emerging countries," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(3), pages 846-861, April.
    4. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    5. Yongjun Tang & Qi Li & Fen Zhou & Mingjia Sun, 2024. "Does Clan Culture Promote Corporate Natural Resource Disclosure? Evidence from Chinese Natural Resource-Based Listed Companies," Journal of Business Ethics, Springer, vol. 192(1), pages 167-190, June.
    6. Nasrabadi, Mohamadreza Azar & Beauregard, Yvan & Ekhlassi, Amir, 2024. "The implication of user-generated content in new product development process: A systematic literature review and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 206(C).
    7. Vasile-Daniel Păvăloaia & Elena-Mădălina Teodor & Doina Fotache & Magdalena Danileţ, 2019. "Opinion Mining on Social Media Data: Sentiment Analysis of User Preferences," Sustainability, MDPI, vol. 11(16), pages 1-21, August.
    8. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    9. Shiwei Shen & Marios Sotiriadis & Qing Zhou, 2020. "Could Smart Tourists Be Sustainable and Responsible as Well? The Contribution of Social Networking Sites to Improving Their Sustainable and Responsible Behavior," Sustainability, MDPI, vol. 12(4), pages 1-21, February.
    10. Vincenzo Varriale & Antonello Cammarano & Francesca Michelino & Mauro Caputo, 2025. "Critical analysis of the impact of artificial intelligence integration with cutting-edge technologies for production systems," Journal of Intelligent Manufacturing, Springer, vol. 36(1), pages 61-93, January.
    11. Perez-Vega, Rodrigo & Hopkinson, Paul & Singhal, Aishwarya & Mariani, Marcello M., 2022. "From CRM to social CRM: A bibliometric review and research agenda for consumer research," Journal of Business Research, Elsevier, vol. 151(C), pages 1-16.
    12. Reilly, Anne H. & Hynan, Katherine A., 2014. "Corporate communication, sustainability, and social media: It's not easy (really) being green," Business Horizons, Elsevier, vol. 57(6), pages 747-758.
    13. TANASE, George Cosmin, 2017. "Managing the Brand and Communication in Social Media," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 8(2), pages 20-22, June.
    14. Sumit Chaturvedi & Sachin Gupta & Devendra Singh Hada, 2016. "Perceived Risk, Trust and Information Seeking Behavior as Antecedents of Online Apparel Buying Behavior in India: An Exploratory Study in Context of Rajasthan," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 935-943.
    15. Saridakis, George & Benson, Vladlena & Ezingeard, Jean-Noel & Tennakoon, Hemamali, 2016. "Individual information security, user behaviour and cyber victimisation: An empirical study of social networking users," Technological Forecasting and Social Change, Elsevier, vol. 102(C), pages 320-330.
    16. Wilert Puriwat & Suchart Tripopsakul, 2021. "Explaining Social Media Adoption for a Business Purpose: An Application of the UTAUT Model," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    17. Kohli, Chiranjeev & Suri, Rajneesh & Kapoor, Anuj, 2015. "Will social media kill branding?," Business Horizons, Elsevier, vol. 58(1), pages 35-44.
    18. Cheah, Jun-Hwa & Lim, Xin-Jean & Ting, Hiram & Liu, Yide & Quach, Sara, 2022. "Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    19. Islam, A.K.M. Najmul & Laato, Samuli & Talukder, Shamim & Sutinen, Erkki, 2020. "Misinformation sharing and social media fatigue during COVID-19: An affordance and cognitive load perspective," Technological Forecasting and Social Change, Elsevier, vol. 159(C).
    20. Chen, Yan, 2018. "Blockchain tokens and the potential democratization of entrepreneurship and innovation," Business Horizons, Elsevier, vol. 61(4), pages 567-575.
    21. Elena Casprini & Alberto Di Minin, 2015. "How are companies facing the social media (r)evolution?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(2), pages 67-86.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:60:y:2017:i:2:p:197-205. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/bushor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.