Social marketing and happiness in employment. Evidences from Glassdoor.

ABSTRACT

BACKGROUND: With the increasing role of the Internet and social media, there are more significant opportunities for employees to express their opinions about the companies they work for more directly. A recognized job review website is Glassdoor.com, which collects employees' opinions anonymously and the scores they give to companies. This descriptive study analyzes the assessment that employees give to companies by studying the advantages in their comments from the perspective of Happiness Management and Social Marketing. In this sense, this research aims to analyze how the main benefits offered by companies, are linked to the happiness of employees and to the actions of social marketing that companies develop affect the general satisfaction of employees. METHODS: This study has used in the worker comments, text mining, and inferential analysis techniques. The sample was divided into two blocks, with comments that refer to issues about social marketing and happiness. In each one, an inferential analysis was carried out using the Student's T-test. This analysis allowed us to identify, in each sample of comments, in which advantages the differences in the mean ratings were significant depending on whether they were mentioned. RESULTS: The main results indicate that social marketing and happiness are linked to the advantages employees comment on in reviews on Glassdoor. Significant differences exist in the average ratings of certain advantages depending on whether they are mentioned or not in the comments. Likewise, the differentiation between comments on social marketing and happiness offers scientific evidence of the most valued advantages in each cluster. Specifically, the advantages grouped into the following dimensions are working conditions, company image, and social relations. DISCUSSION: This research contributes to happiness management theories by empirically demonstrating how positive work environments enhance productivity, loyalty, and creativity. These insights show how leadership quality, work-life balance, and recognition contribute to workplace happiness, enhancing productivity, loyalty, and creativity. Such feedback aids job seekers in making informed decisions, helps companies improve practices and attract talent, and provides researchers with valuable data on employment trends and corporate culture's effect on employee well-being.