Living the employer brand during a crisis? A qualitative study on internal employer branding in times of the COVID-19 pandemic.

Employer branding has emerged as a strategic imperative in the quest for talent. However, existing research has predominantly explored stable periods, overlooking the possible transformative impact of crises and the crucial role that HR managers play in crafting internal employer branding strategies. As such, this research addresses this by scrutinizing internal employer branding during the COVID-19 pandemic. Conducting in-depth interviews with 37 Belgian HR managers, we delve into the perceived challenges and opportunities that the COVID-19 crisis presented with respect to internal employer branding and its touchpoints-internal communication and leadership. A subsequent member and employee check with six HR managers and six employees validated our findings. The results unveiled organizations' heightened concern for employer branding during crises, emphasizing the strategic reflection invested. Remarkably, despite facing organizational/operational constraints/risks imposed by the crisis, the attention and efforts remain steadfastly centered on the experienced internal employer brand in crisis situations. Additionally, a contextual analysis suggests that various employer brand types face similar challenges in crises, however, the employer brand serves as a defining factor that shapes how an organization responds to both external uncertainties and internal dynamics brought about by the crisis. This study contributes to a nuanced understanding of internal employer branding dynamics during crises, shedding light on the strategic considerations of HR managers.

Response to a crisis and applicant attraction: Signaling employer brand personality and organizational trust through warm and competent COVID-19 responses.

This paper investigates how organizations' response to a crisis such as the COVID-19 pandemic affects their employer attractiveness. Based on signaling theory, we argue that a COVID-19 response can signal an organization's employer brand personality, positively affecting applicant attraction. We conducted two experimental studies with employed and unemployed UK participants through Prolific Academic. Both studies indicate that a warm COVID-19 response leads to the highest employer attractiveness and job pursuit intentions, although a competent response was still more attractive than no response. Moreover, applicants use the warm and competent responses as signals of organizational warmth and competence respectively, building higher organizational trust. Limited support for the moderating role of applicants' personality was found. Implications during and beyond COVID-19 are discussed.

How can hospitals engage their current employees in the recruitment of qualified nurses? A referral bonus and self-determination perspective.

AIMS: To investigate the impact of promising a referral bonus and an autonomous referral request on nurses' referral likelihood and the quality of their referrals. DESIGN: We applied a 2 × 2 between-participants factorial design with referral bonus and autonomous referral request as experimental variables. METHODS: In May 2019, 110 nurses working in Belgian hospitals were shown a fictitious e-mail with a request from their employer to look for potential new-hires and filled out an online survey measuring referral likelihood and quality. RESULTS: Promising a referral bonus did not affect nurses' referral likelihood and quality. Instead supporting self-determination theory, nurses exposed to the autonomous request were more likely to refer and assure referral quality than those exposed to the controlling request. CONCLUSION: Hospitals can increase nurses' referral likelihood and quality by framing their referral request in an autonomy-supportive way. IMPACT: Recruiting nurses are more important than ever in the current Covid-19 crisis. Our findings offer practical insights on how hospitals can engage their employees in the recruitment of nurses (i.e. through framing referral requests in an autonomy-supportive way).

Social Media Recruitment: Communication Characteristics and Sought Gratifications.

This study examines how social media pages can be used to influence potential applicants' attraction. Based on the uses and gratifications theory, this study examines whether organizations can manipulate the communication characteristics informativeness and social presence on their social media page to positively affect organizational attractiveness. Moreover, we examine whether job applicants' sought gratifications on social media influence these effects. A 2 × 2 between-subjects experimental design is used. The findings show that organizations can manipulate informativeness and social presence on their social media. The effect of manipulated informativeness on organizational attractiveness depends on the level of manipulated social presence. When social presence was high, informativeness positively affected organizational attractiveness. This positive effect was found regardless of participants' sought utilitarian gratification. Social presence had no significant main effect on organizational attractiveness. There was some evidence that the effect of social presence differed for different levels of social gratification.

Recruiting nurses through social media: Effects on employer brand and attractiveness.

AIM: To investigate whether and how nurses' exposure to a hospital's profile on social media affects their perceptions of the hospital's brand and attractiveness as an employer. BACKGROUND: Since in many places across the globe hospitals are struggling with nursing shortages, competition is rising to be perceived as an attractive employer by this target group. Organizations are increasingly using social media for recruitment, however, little is known about its effects on potential applicants' perceptions of the organization as an employer. We thus examine whether these effects occur and rely on the media richness theory to explain the mechanisms at play. DESIGN: A between-subjects experimental design was applied. Three conditions were used: a control group, one condition that required visiting the Facebook page of a hospital and one condition that required visiting the LinkedIn page. METHOD: The focal organization was an existing Belgian hospital which had a LinkedIn and a Facebook page. An online questionnaire was sent to nursing students and employed nurses over 5 months in 2015-2016. RESULTS: Nurses' exposure to the hospital's Facebook or LinkedIn page had a significant positive effect on a majority of the employer brand dimensions, both instrumental and symbolic. In addition, nurses who visited the Facebook page felt more attracted to working at the hospital. Most of these effects were mediated by social presence. CONCLUSION: Nurses' perceptions of employers can be positively influenced by seeing a hospital's social media page. Hospitals can thus employ social media to improve their employer brand image and attractiveness.

The image of psychology programs: the value of the instrumental-symbolic framework.

As competition for funding and students intensifies, it becomes increasingly important for psychology programs to have an image that is attractive and makes them stand out from other programs. The current study uses the instrumental-symbolic framework from the marketing domain to determine the image of different master's programs in psychology and examines how these image dimensions relate to student attraction and competitor differentiation. The samples consist of both potential students (N = 114) and current students (N = 68) of three psychology programs at a Belgian university: industrial and organizational psychology, clinical psychology, and experimental psychology. The results demonstrate that both instrumental attributes (e.g., interpersonal activities) and symbolic trait inferences (e.g., sincerity) are key components of the image of psychology programs and predict attractiveness as well as differentiation. In addition, symbolic image dimensions seem more important for current students of psychology programs than for potential students.

Tapping the grapevine: a closer look at word-of-mouth as a recruitment source.

To advance knowledge of word-of-mouth as a company-independent recruitment source, this study draws on conceptualizations of word-of-mouth in the marketing literature. The sample consisted of 612 potential applicants targeted by the Belgian Defense. Consistent with the recipient-source framework, time spent receiving positive word-of-mouth was determined by the traits of the recipient (extraversion and conscientiousness), the characteristics of the source (perceived expertise), and their mutual relationship (tie strength). Only conscientiousness and source expertise were determinants of receiving negative word-of-mouth. In line with the accessibility-diagnosticity model, receiving positive employment information through word-of-mouth early in the recruitment process was positively associated with perceptual (organizational attractiveness) and behavioral outcomes (actual application decisions), beyond potential applicants' exposure to other recruitment sources.

Nursing recruitment: relationship between perceived employer image and nursing employees' recommendations.

AIM: This paper is a report of a study to examine the relationship between nursing employees' perceptions of instrumental and symbolic dimensions of employer image on the one hand and their intentions to recommend their organization as an employer and their willingness to testify in their organization's recruitment materials on the other. BACKGROUND: Previous research suggests that word-of-mouth recommendations by current nursing employees can enhance healthcare organizations' attractiveness as an employer for potential applicants. However, it is not known what motivates employees to provide positive word-of-mouth comments and to endorse their employer in recruitment testimonials. METHOD: The instrumental-symbolic framework was applied to identify relevant dimensions of perceived employer image that might relate to employee recommendations. A questionnaire was administered in 2006 to 106 nurses and nursing aides from four non-profit nursing homes in Belgium. The response rate was 55%. RESULTS: Overall, nursing employees were more willing to recommend their nursing home to others than to testify in recruitment materials. Both instrumental and symbolic employer image dimensions predicted nursing employees' recommendation intentions. Conversely, willingness to testify was only predicted by symbolic image dimensions. Specifically, the more the nursing employees perceived that their nursing home offers task diversity, offers the possibility to help people and is prestigious, the more they intended to recommend their organization to others. The more they perceived their nursing home as competent, the higher were their recommendation intentions and their willingness to testify in recruitment communication. CONCLUSION: To increase nursing employees' willingness to recommend their employer to potential applicants, organizations should enhance their perceived employer image.