Enhancing Employer Branding via High-Tech Platforms: VR and Digital, What Works Better and How?

Abstract

A growing concern for the future of organisations in the age of digital transformation challenges the existing theories and calls for new exploration. The current paper addresses this challenge looking at how virtual reality (VR), the most recently emerging technology could be best used to enhance employer branding. In particular, we asked potential job seekers to experience either a VR platform, online digital video, or both platforms combined to promote the employer. VR experience (i.e. naturalness, presence, engagement, liking) and employer evaluation (i.e. familiarity, image, reputation, perspectives, attractiveness) were addressed as dependent variables. The results are clear in showing that experience was evaluated and liked better when both, VR and digital video were presented, in comparison to a single platform experience. Employer image, reputation, and attractiveness were also higher when both VR and digital video were presented (than a single platform). The augmented employer evaluation further increased the intention to pursue a job with the employer. These results suggest that appropriate combination of VR and digital platforms could extend experiences, and thus, enhance the employer branding and job pursuit. Current outcomes could be directly implemented by managers to reshape not just the employer branding, but the future of organisations by implementing high tech VR platforms.