通过高科技平台提升雇主品牌:虚拟现实和数字,哪个更好,如何更好?

IF 7.6 0 MANAGEMENT
S. Bialkova, Emiel Ros
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引用次数: 1

摘要

在数字化转型时代,对组织未来的日益关注挑战了现有理论,并呼吁进行新的探索。本文着眼于如何最好地利用虚拟现实(VR)这一最新兴起的技术来提升雇主品牌,从而解决了这一挑战。特别是,我们要求潜在的求职者体验VR平台,在线数字视频,或两个平台的结合,以促进雇主。虚拟现实体验(即自然度、存在感、参与度、喜欢度)和雇主评价(即熟悉度、形象、声誉、视角、吸引力)被视为因变量。结果清楚地表明,与单一平台的体验相比,VR和数字视频同时呈现时,体验得到了更好的评价和喜欢。当VR和数字视频同时呈现时,雇主的形象、声誉和吸引力也更高(比单一平台)。增强的雇主评价进一步增加了追求雇主工作的意愿。这些结果表明,虚拟现实与数字平台的适当结合可以扩展体验,从而增强雇主品牌和就业追求。目前的结果可以由管理者直接实施,不仅可以重塑雇主品牌,还可以通过实施高科技虚拟现实平台重塑组织的未来。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Enhancing Employer Branding via High-Tech Platforms: VR and Digital, What Works Better and How?
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.
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来源期刊
Management Revue
Management Revue MANAGEMENT-
CiteScore
1.20
自引率
0.00%
发文量
7
期刊介绍: Management Revue - Socio-Economic Studies is an interdisciplinary European journal that undergoes peer review. It publishes qualitative and quantitative work, along with purely theoretical papers, contributing to the study of management, organization, and industrial relations. The journal welcomes contributions from various disciplines, including business and public administration, organizational behavior, economics, sociology, and psychology. Regular features include reviews of books relevant to management and organization studies. Special issues provide a unique perspective on specific research fields. Organized by selected guest editors, each special issue includes at least two overview articles from leaders in the field, along with at least three new empirical papers and up to ten book reviews related to the topic. The journal aims to offer in-depth insights into selected research topics, presenting potentially controversial perspectives, new theoretical insights, valuable empirical analysis, and brief reviews of key publications. Its objective is to establish Management Revue - Socio-Economic Studies as a top-quality symposium journal for the international academic community.
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