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Digital Storytelling and Employer Branding. An Exploratory Connection

Author

Listed:
  • Camelia CRISAN

    (National University of Political Studies and Administration)

  • Dumitru BORTUN

    (National University of Political Studies and Administration)

Abstract

Our paper aims at explaining what is digital storytelling and its particular methodology, and how its use in the organizational settings could influence the employer branding. For such purpose, the authors have conducted an exploratory research, where a group of participants has been asked to rate their interest in a company, after viewing solely the online commercial communication (website and Facebook account), while another group has viewed two digital stories produced by two employees of the company. The results of the analysis showed that participants had more positive words to describe the company after viewing the stories, but there were not differences in perception for those who were searching for a job and those who were not searching for the job when exposed solely to the web communication or digital stories.

Suggested Citation

  • Camelia CRISAN & Dumitru BORTUN, 2017. "Digital Storytelling and Employer Branding. An Exploratory Connection," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(2), pages 273-287, June.
    • Handle: RePEc:nup:jrmdke:v:5:y:2017:i:2:273-287
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    References listed on IDEAS

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    1. Ana ADI & Camelia CRISAN & Razvan Constantin DINCA, 2015. "Stories, Heroes and Commercials. Spreading the Message across with a New Type of Responsibility," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 3(4), pages 749-764, December.
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    Cited by:

    1. Keshab Ray & Meenakshi Sharma, 2021. "Antecedents and Outcomes of Brand Strength: A Study of Asian IT Organizations Towards Brand Sustainability," Corporate Reputation Review, Palgrave Macmillan, vol. 24(3), pages 128-142, August.
    2. Dorota Kurek, 2021. "Use of Modern IT Solutions in the HRM Activities: Process Automation and Digital Employer Branding," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 152-170.

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