Using employee feedback to build effective employer branding strategies: a mixed method approach

Summary

This research paper, "Using employee feedback to build effective employer branding strategies: a mixed method approach," by Rita, António, and Raminhos, addresses the limited empirical research on employer branding (EB) that utilizes a data-driven approach. The study's primary purpose is to analyze employee opinions and sentiments to develop effective EB strategies aimed at attracting and retaining qualified and socially skilled employees. By focusing on employee feedback, the authors seek to provide a more robust and evidence-based framework for organizations to enhance their employer brand. The methodology employed in this study is a concurrent mixed-methods approach, integrating both qualitative and quantitative research methods. Specifically, it combines structured survey data with unstructured employee reviews, such as those found on platforms like Glassdoor, to achieve a comprehensive analysis of employer perceptions. To process and interpret this diverse dataset, the researchers apply advanced data mining and natural language processing techniques. This methodological integration is highlighted as an original contribution, offering a novel way to analyze employee perceptions and subsequently create targeted and authentic EB strategies. The convergence of insights from both structured surveys and unstructured online reviews is crucial for aligning internal branding efforts with external employer reputation.