IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04381689.html
   My bibliography  Save this paper

When employees relay employer brand communication : application to video testimonials
[Lorsque les collaborateurs relaient la communication marque employeur : application aux témoignages vidéos]

Author

Listed:
  • sophie de villartay

    (UEVE - Université d'Évry-Val-d'Essonne, LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris])

  • Fabienne Berger-Remy

    (LAB IAE Paris - Sorbonne - IAE Paris - Sorbonne Business School)

  • Nathalie Fleck-Dousteyssier

    (Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

In a context of increasing difficulties to attract and retain talent, companies are developing their employer brand to attract candidates and promote the employee experience. To this end, they have adapted effective marketing techniques such as video testimonials. This research examines the effects of such a practice, which initially targets candidates, on current employees. By means of a case study in a company that has initiated video testimonials, this research shows that the reactions of employees are ambivalent, and that this can have an effect on the intention to relay (eWOM) through the perceived sincerity. Three factors influencing the perceived sincerity of employee video testimonials are identified.

Suggested Citation

  • sophie de villartay & Fabienne Berger-Remy & Nathalie Fleck-Dousteyssier, 2023. "When employees relay employer brand communication : application to video testimonials [Lorsque les collaborateurs relaient la communication marque employeur : application aux témoignages vidéos]," Post-Print hal-04381689, HAL.
    • Handle: RePEc:hal:journl:hal-04381689
    Note: View the original document on HAL open archive server: https://hal.science/hal-04381689v1
    as

    Download full text from publisher

    File URL: https://hal.science/hal-04381689v1/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Joonas Rokka & Katariina Karlsson & Janne Tienari, 2014. "Balancing acts: Managing employees and reputation in social media," Post-Print hal-01064176, HAL.
    2. Rico Piehler & Michael Schade & Christoph Burmann, 2019. "Employees as a second audience: the effect of external communication on internal brand management outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 445-460, July.
    3. Sabrina Scheidler & Laura Marie Edinger-Schons & Jelena Spanjol & Jan Wieseke, 2019. "Scrooge Posing as Mother Teresa: How Hypocritical Social Responsibility Strategies Hurt Employees and Firms," Journal of Business Ethics, Springer, vol. 157(2), pages 339-358, June.
    4. Laïla Benraiss-Noailles & Catherine Viot, 2020. "Employer brand equity effects on employees well-being and loyalty," Post-Print hal-02504655, HAL.
    5. Joonas Rokka & Katariina Karlsson & Janne Tienari, 2014. "Balancing acts : Managing employees and reputation in social media," Post-Print hal-02313354, HAL.
    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. Joo Y. Park & Chang Soo Sung & Il Im, 2017. "Does Social Media Use Influence Entrepreneurial Opportunity? A Review of its Moderating Role," Sustainability, MDPI, vol. 9(9), pages 1-16, September.
    2. Dag Yngve Dahle, 2024. "Trust and Shout: The Reputation/Voice Tension in Schools and Hospitals," Corporate Reputation Review, Palgrave Macmillan, vol. 27(1), pages 52-69, February.
    3. Korzynski, Pawel & Mazurek, Grzegorz & Haenlein, Michael, 2020. "Leveraging employees as spokespeople in your HR strategy: How company-related employee posts on social media can help firms to attract new talent," European Management Journal, Elsevier, vol. 38(1), pages 204-212.
    4. Barbara Del Bosco & Alice Mazzucchelli & Roberto Chierici, 2023. "Firm policies and employees’ participation in conversation about their employer on social media," Italian Journal of Marketing, Springer, vol. 2023(3), pages 301-322, September.
    5. Gianfranco Walsh & Mario Schaarschmidt & Lefa Teng, 2020. "Cross-cultural Assessment of a Short Scale to Measure Employees’ Company Reputation-Related Social Media Competence," Corporate Reputation Review, Palgrave Macmillan, vol. 23(2), pages 78-91, May.
    6. Walsh, Gianfranco & Schaarschmidt, Mario & von Kortzfleisch, Harald, 2016. "Employees' Company Reputation-related Social Media Competence: Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 46-59.
    7. Martin Vejačka, 2017. "Social Media Marketing in Comparison With Other Forms of Marketing in the Slovak Banking Sector," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(1), pages 23-38.
    8. Felix, Reto & Rauschnabel, Philipp A. & Hinsch, Chris, 2017. "Elements of strategic social media marketing: A holistic framework," Journal of Business Research, Elsevier, vol. 70(C), pages 118-126.
    9. Alessandra Mazzei & Silvia Ravazzani, 2017. "Internal Branding and Employee Brand Consistent Behaviours: The Role of Enablement-Oriented Communication," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(1), pages 121-139.
    10. Lin, Xiaolin & Li, Yibai & Wang, Xuequn, 2017. "Social commerce research: Definition, research themes and the trends," International Journal of Information Management, Elsevier, vol. 37(3), pages 190-201.
    11. Atthaphon Mumi & Michael Obal & Yi Yang, 2019. "Investigating social media as a firm’s signaling strategy through an IPO," Small Business Economics, Springer, vol. 53(3), pages 631-645, October.
    12. Kitchin, P.J. & Paramio-Salcines, Juan L. & Walters, Geoff, 2020. "Managing organizational reputation in response to a public shaming campaign," Sport Management Review, Elsevier, vol. 23(1), pages 66-80.
    13. Wæraas, Arild & Dahle, Dag Yngve, 2020. "When reputation management is people management: Implications for employee voice," European Management Journal, Elsevier, vol. 38(2), pages 277-287.
    14. Alessandra Mazzei & Alfonsa Butera, 2016. "Brand consistent behavior of employees on social media: the role of social media governance and policies," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(4), pages 85-106.
    15. Saidatul Rahah Hamidi & Maizatul Akmar Ismail & Shuhaida Mohamed Shuhidan & Shamsiah Abd Kadir, 2023. "Corporate Reputation in Industry 4.0: A Systematic Literature Review and Bibliometric Analysis," SAGE Open, , vol. 13(4), pages 21582440231, October.
    16. Hiroki Idota & Teruyuki Bunno & Masatsugu Tsuji, 2017. "The Effectiveness of Social Media for Business Activities in Japanese Firms," The Review of Socionetwork Strategies, Springer, vol. 11(1), pages 33-45, June.
    17. Faseeh Amin & Mohammad Furqan Khan, 2021. "Online Reputation and Stress: Discovering the Dark Side of Social Media," FIIB Business Review, , vol. 10(2), pages 181-192, June.
    18. Sakka, Georgia & Ahammad, Mohammad Faisal, 2020. "Unpacking the relationship between employee brand ambassadorship and employee social media usage through employee wellbeing in workplace: A theoretical contribution," Journal of Business Research, Elsevier, vol. 119(C), pages 354-363.
    19. Kenneth De Roeck & Nicolas Raineri & David A. Jones & Sabrina Scheidler, 2023. "Giving the benefit of the doubt: Investigating the insurance-like effect of CSR in mitigating negative employee reactions to psychological contract breach," Post-Print hal-04238140, HAL.
    20. Wei Li & Weining Li & Veikko Seppänen & Timo Koivumäki, 2022. "How and when does perceived greenwashing affect employees' job performance? Evidence from China," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1722-1735, September.

    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:hal:journl:hal-04381689. 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: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    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.