The four types of employer brand ambassadors

Abstract

The phenomenon of employees becoming employer brand ambassadors is beneficial for human resources (HR) departments and companies. This article proposes a model based on internal corporate social responsibility (ICSR) and word-of-mouth for employers (WOME). Using real employee data, the article identifies four distinct employee segments: Sparkers, Supporters, Seekers, and Strikers, each characterized by their evaluations of ICSR measures and likelihood of recommending their employer. Recommendations for HR strategies tailored to each segment include recognizing and rewarding positive behavior, improving communication of ICSR policies, fostering emotional attachment to the company, and ensuring equitable access to ICSR initiatives for all employees.