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A great place to work!?: crowdsourced employer branding
Royal Institute of Technology (KTH), Stockholm.
Beedie School of Business, Simon Fraser University, Vancouver.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
Number of Authors: 3
2016 (English)In: Business Horizons, ISSN 0007-6813, E-ISSN 1873-6068Article in journal (Refereed) Epub ahead of print
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
National Category
Business Administration
Research subject
Industrial Marketing
URN: urn:nbn:se:ltu:diva-61240DOI: 10.1016/j.bushor.2016.11.005OAI: diva2:1059721
Available from: 2016-12-23 Created: 2016-12-23 Last updated: 2016-12-23

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