Impact of the COVID-19 pandemic on corporate employer branding

Nelke, Astrid

doi:10.47577/tssj.v16i1.2436

Cited by 16 publications

(13 citation statements)

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“…This extends the application of signaling theory to employee attraction (Baum and Kabst, 2013). This finds relevance in the present pandemic situation, where the employer brand communication has become digital (Nelke, 2021), and coordinated and consistent messaging remains crucial to help employees have a positive attitude toward their employer. Combining the TRA and signaling theory, it can be inferred that employee attitudes in terms of employee attraction are shaped by effective integrated communication (Kessler, 2013).…”

Section: Introductionmentioning

confidence: 57%

Is my employee still attracted to me? Understanding the impact of integrated communication and choice of communication channels on employee attraction

Deepa¹,

Baral

2021

CCIJ

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PurposeThe study attempts to extend the current scholarship in the field of employer branding. Integrated communication is about consistent communication that is synergistic through multiple communication channels. Employer branding activities that involve multiple internal communication channels aim to attract employees. The study proposes that the perceived impact of effective integrated communication in employer branding shapes employee attitude and hence employee attraction. Employee perception of the choice of communication channels is also proposed to have an impact on employee attraction.Design/methodology/approachAn exploratory qualitative study in the form of interviews and a preliminary survey was conducted in the first phase. The main study involved a questionnaire survey to empirically test the proposed hypotheses. The respondents were information technology–business process management (IT-BPM) employees (n = 520) in India.FindingsThe direct and interaction effects of integrated communication and usefulness of communication channels on employee attraction within the organization were empirically validated to suggest a positive impact on employee attraction.Originality/valueThe study extends the current body of knowledge on talent attraction to include present employees. Similarly, the study on integrated communication and its impact on employee attraction is an important addition to the literature on employer branding, internal communication and talent management, given the present coronavirus disease 2019 (COVID-19) situation.

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Section: Introductionmentioning

confidence: 57%

Is my employee still attracted to me? Understanding the impact of integrated communication and choice of communication channels on employee attraction

Deepa¹,

Baral

2021

CCIJ

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“…Like internal crisis communication, employer branding management is a never‐ending activity, including during the crisis (Martin et al, 2011; Racolţa‐Paina & Mone, 2010). However, a big issue for both internal and external employer branding during a time of crisis are substantial budget cuts (Nelke, 2021). For this reason, strategic approach to crisis management can allow organizations to reimagine their employer brands (Kryger Aggerholm et al, 2011).…”

Section: Theoretical Overviewmentioning

confidence: 99%

Effects of an external crisis: How internal communication influences employer brands

Verčić

Špoljarić

2023

Contingencies & Crisis Mgmt

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This study explores how a major external crisis, like the COVID‐19 pandemic, affects employees' perception of their employers, as a result of changes in internal communication practices. A total of 3457 employees filled out a questionnaire on internal communication satisfaction and employer attractiveness; 1805 just before the first COVID‐19 outbreak in Europe and 1652 after the first outbreak. Multi‐group structural equation modelling was conducted to examine how the relationship between internal communication satisfaction and employer attractiveness changed as a result of the crisis. The effect of different internal communication aspects on employer attractiveness was altered. Horizontal communication remained only significant determinant of positive employer perception even after the crisis. Channels of internal communication and informal internal communication lost their significant influence on employer perception, whereas communication climate and level of available corporate information gained significant influence. This study elucidates how an external crisis alters the relationship between internal communication and employer branding and can help organizations optimize their communication strategies during and after a major crisis to retain and attract desired employees.

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“…Internal employer branding activities focus on employee engagement and motivation (Backhaus and Tikoo, 2004). In the pandemic reality, researchers point out the important role of internal employer branding in building employee satisfaction (Nelke, 2021;Carlini and Grace, 2021). The internal employer branding refers to the development of the value proposition that meets the needs of current employers.…”

Section: Employer Branding In Remote Work Realitymentioning

confidence: 99%

Well-being among IT Employees Working Remotely: Post Covid-19 Reality from the Perspective of IT Industry

Gross-Gołacka¹,

Szkudlarek²,

Brzegowy³

et al. 2022

ERSJ

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Purpose:The main goal of the article is to explore and analyse the well-being among IT employees working remotely and provides some practical implications for employer branding and virtual teams management in the post-covid reality. Design/Methodology/Approach: Researchers were particularly interested in the IT industry as being extremely competitive in terms of maintaining job satisfaction of its employees. The quantitative research was administered in September 2021, on a group of 1,889 remote workers from the seven Polish branches of the international IT corporation, which is one of the biggest employers in the Polish IT industry. Findings: Although the majority of enterprises in Poland in IT Industry do not implement well-being strategies the implication indicates that the overall level of well-being of employees in remote work is high. Additionally the research indicates that the well-being programs should be developed by companies to maintain the high level of remote workers' well-being in three dimensions, mental, social and physical.Practical implications: This paper recommends companies to invest in well-being that according to managers' assessment has a significant impact on their sustainable development. The pandemic-induced dramatic large-scale transition to remote work, and provides an opportunity to learn about how this way of working affects employees' wellbeing. The authors concluded that employer branding strategies should be revised and include a new perspective of remote workers' well-being needs. Originality/Value: This research contributes to enrich the theoretical framework for the Polish context regarding well-being among IT employees and it allows contrasting the evidence with other studies at national levels.

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Impact of the COVID-19 pandemic on corporate employer branding

Cited by 16 publications

References 0 publications

Is my employee still attracted to me? Understanding the impact of integrated communication and choice of communication channels on employee attraction

Is my employee still attracted to me? Understanding the impact of integrated communication and choice of communication channels on employee attraction

Effects of an external crisis: How internal communication influences employer brands

Well-being among IT Employees Working Remotely: Post Covid-19 Reality from the Perspective of IT Industry

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