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Using employee feedback to build effective employer branding strategies

2026-01-20Artigo científico Acesso aberto
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dc.contributor.authorRita, Paulo
dc.contributor.authorAntónio, Nuno
dc.contributor.authorRaminhos, Vanessa Sofia de Jesus
dc.contributor.institutionInformation Management Research Center (MagIC) - NOVA Information Management School
dc.contributor.institutionNOVA Information Management School (NOVA IMS)
dc.contributor.pblEmerald
dc.date.accessioned2025-04-15T21:10:47Z
dc.date.available2025-04-15T21:10:47Z
dc.date.issued2026-01-20
dc.descriptionRita, P., António, N., & Raminhos, V. S. D. J. (2026). Using employee feedback to build effective employer branding strategies: a mixed method approach. International Journal of Organizational Analysis, 34(1), 256–282. https://doi.org/10.1108/IJOA-04-2024-4469 --- %ABS1% --- Paulo Rita and Nuno António were supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project – UIDB/04152/2020 – Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS) (10.54499/UIDB/04152/2020).
dc.description.abstractPurpose Addressing the limited empirical research using a data-driven approach for employer branding (EB), this study aims to analyse employee opinions and sentiments to develop effective strategies that attract and retain qualified and socially skilled employees. Design/methodology/approach Qualitative and quantitative research methods are used in this study. A concurrent mixed-methods approach is implemented, integrating structured survey data with unstructured employee reviews to comprehensively analyse employer perceptions. Data mining and natural language processing techniques are applied to extract and analyse employee opinions and sentiments within a Portuguese retail company, addressing critical questions regarding constructing a compelling employee value proposition, its impact measurement and continuous improvement. Findings The discussion highlights that the survey and Glassdoor reviews largely support previous findings on EB, indicating that employees value both psychological benefits and economic stability. The results show that the analysed employees appreciate factors such as a stable environment and development opportunities, reflecting positive internal perceptions. However, low salaries, poor work-life balance and staffing shortages detract from its attractiveness. The convergence of survey data and Glassdoor review analysis underscores the need to align internal branding efforts with external employer reputation. Originality/value This study advances EB research by integrating data-driven methodologies. Combining structured employee survey data with unstructured online reviews offers a novel approach to analysing employee perceptions and creating targeted authentic EB strategies.en
dc.description.versionauthorsversion
dc.description.versionpublished
dc.format.extent27
dc.format.extent2665487
dc.identifier.doi10.1108/IJOA-04-2024-4469
dc.identifier.issn1934-8835
dc.identifier.otherPURE: 112024053
dc.identifier.otherPURE UUID: 8260f95c-0e63-4df9-99ef-d3f63fc5a078
dc.identifier.otherScopus: 105000632843
dc.identifier.otherWOS: 001451151100001
dc.identifier.otherORCID: /0000-0001-6050-9958/work/181311627
dc.identifier.urihttp://hdl.handle.net/10362/182346
dc.identifier.urlhttps://www.scopus.com/pages/publications/105000632843
dc.identifier.urlhttps://www.webofscience.com/wos/woscc/full-record/WOS:001451151100001
dc.language.isoeng
dc.peerreviewedyes
dc.relationhttps://doi.org/10.54499/UID/04152/2025
dc.relationInformation Management Research Center
dc.subjectEmployer branding
dc.subjectData-driven
dc.subjectEmployee value proposition
dc.subjectEmployee feedback
dc.subjectStrategy and Management
dc.subjectOrganizational Behavior and Human Resource Management
dc.subjectSDG 8 - Decent Work and Economic Growth
dc.titleUsing employee feedback to build effective employer branding strategiesen
dc.title.subtitlea mixed method approachen
dc.typejournal article
degois.publication.firstPage
degois.publication.issue1
degois.publication.lastPage
degois.publication.titleInternational Journal of Organizational Analysis
degois.publication.volume34
dspace.entity.typePublication
oaire.awardNumberUIDB/04152/2020
oaire.awardTitleInformation Management Research Center
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04152%2F2020/PT
oaire.fundingStream6817 - DCRRNI ID
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccess
relation.isProjectOfPublication3274bdb3-4dd3-4bbe-8f74-d34190081f87
relation.isProjectOfPublication.latestForDiscovery3274bdb3-4dd3-4bbe-8f74-d34190081f87

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