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When employees relay employer brand communication : application to video testimonials
[Lorsque les collaborateurs relaient la communication marque employeur : application aux témoignages vidéos]

Author

Listed:
  • sophie de villartay

    (UEVE - Université d'Évry-Val-d'Essonne, LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris])

  • Fabienne Berger-Remy

    (LAB IAE Paris - Sorbonne - IAE Paris - Sorbonne Business School)

  • Nathalie Fleck-Dousteyssier

    (Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

In a context of increasing difficulties to attract and retain talent, companies are developing their employer brand to attract candidates and promote the employee experience. To this end, they have adapted effective marketing techniques such as video testimonials. This research examines the effects of such a practice, which initially targets candidates, on current employees. By means of a case study in a company that has initiated video testimonials, this research shows that the reactions of employees are ambivalent, and that this can have an effect on the intention to relay (eWOM) through the perceived sincerity. Three factors influencing the perceived sincerity of employee video testimonials are identified.

Suggested Citation

  • sophie de villartay & Fabienne Berger-Remy & Nathalie Fleck-Dousteyssier, 2023. "When employees relay employer brand communication : application to video testimonials [Lorsque les collaborateurs relaient la communication marque employeur : application aux témoignages vidéos]," Post-Print hal-04381689, HAL.
    • Handle: RePEc:hal:journl:hal-04381689
    Note: View the original document on HAL open archive server: https://hal.science/hal-04381689
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    References listed on IDEAS

    as
    1. Joonas Rokka & Katariina Karlsson & Janne Tienari, 2014. "Balancing acts: Managing employees and reputation in social media," Post-Print hal-01064176, HAL.
    2. Joonas Rokka & Katariina Karlsson & Janne Tienari, 2014. "Balancing acts : Managing employees and reputation in social media," Post-Print hal-02313354, HAL.
    3. Rico Piehler & Michael Schade & Christoph Burmann, 2019. "Employees as a second audience: the effect of external communication on internal brand management outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 445-460, July.
    4. Sabrina Scheidler & Laura Marie Edinger-Schons & Jelena Spanjol & Jan Wieseke, 2019. "Scrooge Posing as Mother Teresa: How Hypocritical Social Responsibility Strategies Hurt Employees and Firms," Journal of Business Ethics, Springer, vol. 157(2), pages 339-358, June.
    5. Laïla Benraiss-Noailles & Catherine Viot, 2020. "Employer brand equity effects on employees well-being and loyalty," Post-Print hal-02504655, HAL.
    Full references (including those not matched with items on IDEAS)

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