“The People Make the Brand”

Hurrell, Scott; Scholarios, Dora

doi:10.1177/1094670513484508

Cited by 46 publications

(13 citation statements)

References 43 publications

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“…The firm's brand values should, therefore, be truthful, to reflect the company culture accurately and to represent an authentic employer brand. In doing so, making it easier to attract employees who share the same brand values and feel a fit between the organization and their own identity (Hurrell and Scholarios 2014).…”

Section: Employer Brand Identity and Employer Brand Imagementioning

confidence: 99%

“…Employer brand image and employer brand desirability could, however, be a result of a combination of variables, including overall corporate brand, which may in part be influenced by online reviews. Previous research has shown that firms who communicate their core values in a manner that attracts like-minded employees, manage to create a differentiated employer brand and are better able to retain these employees (Hurrell and Scholarios 2014;Lievens and Highhouse 2003).…”

Section: Implications For Business Marketing Practicementioning

confidence: 99%

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The brand personality dimensions of business-to-business firms: a content analysis of employer reviews on social media

Robertson

Ferguson

Eriksson

et al. 2019

Journal of Business-to-Business Marketing

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Purpose: The purpose of this paper is to explore the brand personalities that employees are creating of their employer brands, in particular business-to-business (B-to-B) brands, when describing these brands on social media. We examine how the brand personalities, based on written online reviews, differ between high-and low-ranked, and high-and low-rated brands. Methodology/Approach: 6,300 written employee reviews from a social media platform, Glassdoor, are used for content analysis in DICTION, to determine the brand personality dimensions they communicate (J. L). An independent B-to-B brand ranking data source, Brandwatch, is used as a reference to various brands' level of ranking, while an ANOVA test is used to determine whether there is a difference in the brand personality trait means when comparing high and lowranked, and high-and low-rated brands. Findings: Our findings suggest that a strong social media presence does not equate to a strong employer brand personality perception among employees, since there are no significant differences between B-to-B firms based on their rankings. Research Implications: Extant literature has mostly explored the impact of either critical reviews or favourable customer ratings and reviews on company performance, with very little research focusing on the B-to-B context. In addition, research employing DICTION for the purposes of content analysis of reviews is sparse. The methodology used in this study could thus be employed to further compare and contrast the reviews from a single company, dividing top and low starred reviews to compare discrepancies. Practical Implications: The results of this study show how online shared employee experiences of employer brands contribute to the formation of a distinct employer brand personality. From a managerial viewpoint, engaging with current and past employees and being cognizant of the online narratives that they share on social media, may be an early indicator of where the firm is lacking (or showing strength) in its' employee engagement. This would offer a way for firms to both understand their employer brand personality as well as gauge how they compare to top employers in a specific sector or industry. Originality/Value/Contribution: The study attempts to grow the literature of employee brand engagement in a B-to-B context, by recognizing the important role that employees play in engaging with their employer brand online. Two main contributions are offered. The first contribution relates to the finding that employees perceive highly-rated B-to-B brands as being more competent, exciting, sincere and sophisticated than low-rated B-to-B brands. Second, the methodology used in this study proves to be a novel and accurate way of comparing employee reviews and perceived employer brand personality, with the employer-created intended brand image.

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Section: Employer Brand Identity and Employer Brand Imagementioning

confidence: 99%

Section: Implications For Business Marketing Practicementioning

confidence: 99%

The brand personality dimensions of business-to-business firms: a content analysis of employer reviews on social media

Robertson

Ferguson

Eriksson

et al. 2019

Journal of Business-to-Business Marketing

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“…Probably, a brand may cease to be a symbol of the alienated state of a human consumer in relation to the commodity world, and therefore, in part, to his life world in general. On this basis it is possible to establish consensus in communication at the global level [8,10,17].…”

Section: Brand As a Cultural Form: From Innovation To Traditionmentioning

confidence: 99%

Yes-tradition and no-tradition in the reproduction of cultural forms and cultural identity in conditions of globalization

et al. 2019

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The article is devoted to the problem of preserving cultural forms that ensure the reproduction of cultural identity in the conditions of globalization tendencies towards unification and innovation. The purpose of the article is to substantiate the role of yes-tradition and no-tradition as mechanisms of reproduction, transmission and actualization of socially significant cultural content and cultural identity. It is stated that in the era of globalization, the boundaries of cultures become plastic, intercultural interaction contributes to the emergence of «globalized» cultural forms (for example, the brand is among them) which are characterized by signs of cultural standardization. These forms blur cultural identity, threatening cultural security, and therefore meet resistance as a response, where notradition is manifested. The authors believe that the reproduction of the most significant cultural forms ensures the preservation of cultural identity. Yestradition is directly related to the broadcast of reproduction and preservation experience.

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“…The promised service delivery and orientation are considered as some of the social skills of employees which are developed by the training and communication activities of an organisation to enhance the brand (Hurrell & Scholarios, 2014). These activities are the vital components of internal branding.…”

Section: Internal Brandingmentioning

confidence: 99%

Relationship between Internal Branding, Employee Brand and Brand Endorsement

Natarajan¹,

Balasubramaniam²,

Srinivasan³

2016

IJBM

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Efficient internal branding practices give service organisations competitive advantage. While the impact of internal branding on employees behaviours has already been examined by academicians and practitioners, its role in developing a favourable employee brand remains unexplored. This article aims to analyse the influence of internal branding activities on employees' brand knowledge, commitment and employee brand in higher education institutions in India and United States of America. Further the relationship between employee brand and brand endorsement is also examined. Using an online survey, data were collected from the teaching faculty members of higher educational institutions in India (274 samples) and the United States of America (274 samples). The partial least squares structural equation modelling (PLS-SEM) results showed that internal branding influence employees' knowledge, commitment and image of the brand. The results also proved that employee brand significantly influences employees' brand endorsement in both countries. The administrators of the institutes in both countries should strengthen the internal branding activities by enhancing brand-centric rewards and promotions to motivate employees to deliver the desired brand image to students and other stakeholders. They must get feedback from employees at regular intervals to know their perception regarding the brand and its image to maintain favorable employee brand.Keywords: employee brand, internal branding, knowledge of the brand, brand commitment, brand endorsement, higher education brand

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“The People Make the Brand”

Cited by 46 publications

References 43 publications

The brand personality dimensions of business-to-business firms: a content analysis of employer reviews on social media

The brand personality dimensions of business-to-business firms: a content analysis of employer reviews on social media

Yes-tradition and no-tradition in the reproduction of cultural forms and cultural identity in conditions of globalization

Relationship between Internal Branding, Employee Brand and Brand Endorsement

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