Employee Ambassadors on Social Media: A Content Analysis Approach to Digital Employer Branding
(A2025-125375)

AUTHORS

Zahra Amini, University of Paris Nanterre; Eric Pezet, University of Paris Nanterre; Fanny Poujol, Université Paris-Nanterre

ABSTRACT

This research explores how HR employees' LinkedIn activities influence digital employer branding, focusing on three mid-sized French companies in the IT and telecom sectors. The study evaluates content types, organizational roles, follower reach, and sentiment, assessing their impact on engagement metrics (likes, comments, reposts). The results show that broadcasting activities, such as posts and reposts, dominate employee engagement. Celebratory and visually engaging content consistently achieve the highest levels of interaction, though a larger follower base does not always translate to greater success. Sentiment analysis reveals a complex dynamic, where both positive and negative emotions can significantly boost visibility and encourage interaction. These findings emphasize LinkedIn’s strategic value in empowering employees as brand ambassadors, offering companies practical strategies to enhance talent attraction and improve their competitive positioning in the digital marketplace.