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EMAC 2024 Annual


Opportunities and Challenges for Employer Branding in Dealing with Employer Review Platforms
(A2024-119449)

Published: May 28, 2024

AUTHORS

Vanessa Haselhoff, Hochschule fur angewandtes Management; Mark Harwardt, Hochschule fur angewandtes Management; Kristina Bode, Krauss-Maffei Wegmann GmbH & Co. KG

ABSTRACT

In times of skilled labor shortage, an attractive employer brand represents a significant advantage for companies in the war for talents. With employer review online platforms, organizations have a useful tool for employer branding at their disposal. These platforms have already gained popularity among employees and job seekers. On the employer side, however, a different picture emerges: while recruiters do acknowledge the importance of these platforms, there are uncertainties regarding the opportunities and challenges that come with using these portals in employer branding. This study is dedicated to exploring this topic. The diverse potential uses of employer review platforms in employer branding are outlined. Through expert interviews, it becomes evident that the use of these portals is associated with challenges and risks for employers. The analysis of the interviews results in implications for companies in optimizing their use of employer review platforms in employer branding.