释放员工口碑的力量,在大学招聘青年人才

IF 4.6 3区 管理学 Q1 INDUSTRIAL RELATIONS & LABOR
Sofia Α. Panagiotidou, Dimitrios Mihail
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引用次数: 0

摘要

目的我们的研究以信号传递和社会认同理论为基础,探讨了企业如何通过大学合作和以员工为中心的实践来发展雇主品牌战略。我们还确定了鼓励员工分享积极口碑的关键因素,从而增强公司对潜在和现有人才的吸引力。研究结果在研究中,我们强调了员工的情感承诺在通过母校大学内的互动为公司创造积极口碑推荐方面的作用。这种承诺与员工对公司雇主品牌的理解和对公司招聘前做法的看法息息相关,在潜在求职者中树立了积极的雇主形象。我们的研究证实,利用员工作为品牌大使,可以增强公司对年轻一代的吸引力。实践意义公司应优先培养员工的情感承诺,并促进员工与母校年轻应聘者之间的互动。确保员工在作为求职者和员工的经历中了解公司的雇主品牌至关重要。通过了解影响员工担任品牌大使意愿的因素,企业可以强化其雇主形象,吸引更多年轻候选人。通过强调员工对其在母校的社会交往及其雇主品牌意识的看法和行动,我们可以为以员工为中心的招聘前战略增添价值。这些战略由雇主设计和实施,旨在通过大学吸引新兴人才。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Unlocking the power of employee word-of-mouth to recruit young talent within university settings

Purpose

Our study, based on signaling and social identity theories, explores how companies develop employer brand strategies through university partnerships and employee-centered practices. We also identify key factors that encourage employees to share positive word-of-mouth, enhancing the company’s appeal to potential and current talents.

Design/methodology/approach

Using Partial Least Squares Structural Equation Modeling, we analyzed a sample of 687 employees from various industries in Greece.

Findings

In our research, we highlight the role of employees' affective commitment in generating positive word-of-mouth recommendations for their company, as a desirable employment destination through interactions within their alma mater universities. This commitment, tied to their understanding of the company’s employer brand and their perceptions of its pre-recruitment practices, fosters a positive employer image among potential candidates. Our study confirms that leveraging employees as brand ambassadors enhances a company’s appeal to younger generations.

Practical implications

Companies should prioritize cultivating employees' affective commitment and facilitate interactions between employees and young candidates at their alma mater universities. It is crucial to ensure that employees understand the company’s employer brand both during their experience as candidates and as employees. By understanding the factors influencing employees' willingness to act as brand ambassadors, organizations can strengthen their employer image and attract younger candidates.

Originality/value

Our findings enhance the understanding of employee word-of-mouth dynamics, offering insights to improve pre-recruitment HR practices aimed at attracting students and recent graduates. By emphasizing employees' perceptions and actions regarding their social interactions at alma mater universities and their employer brand awareness, we can add value to employee-centric pre-recruitment strategies. Designed and implemented by employers, these strategies aim to attract emerging talent through universities.

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来源期刊
CiteScore
8.40
自引率
11.40%
发文量
80
期刊介绍: ■Employee welfare ■Human aspects during the introduction of technology ■Human resource recruitment, retention and development ■National and international aspects of HR planning ■Objectives of human resource planning and forecasting requirements ■The working environment
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