The staging of work experience. Why employees relay (or not) video testimonials from their peers: the role of congruence and social identity

Quand l'expérience de travail se met en scène. Pourquoi les collaborateurs relaient (ou non) les témoignages vidéo de leurs pairs: rôle de la congruence et de l'identité sociale

Sophie de Villartay (), Fabienne Berger-Remy () and Nathalie Fleck-Dousteyssier ()
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Sophie de Villartay: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], UEVE - Université d'Évry-Val-d'Essonne
Fabienne Berger-Remy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres
Nathalie Fleck-Dousteyssier: Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: In a context of developing peer-to-peer communication via social networks, formats such as video testimonials are increasingly used to communicate. Employer branding campaigns regularly use video testimonials featuring employees. The positive effects of such campaigns on candidates have been studied in the literature on employer branding. In contrast, there is little knowledge about how employees perceive video testimonials featuring their colleagues. This is an important question, as relay and support behaviors by current employees (known as employee advocacy) are key to strengthening the credibility of testimonials. Using a case study in a banking company, and drawing on Social Identity theory, this research shows that the intention to relay a video testimonial featuring colleagues is the result of a mechanism that involves the evaluation of congruence on four dimensions, as well as an anticipation of authentic self-enhancement. This research contributes to the work on employer branding, interpersonal influence, and social identity.

Keywords: Employer brand; Video testimonial; Positive word of mouth; Social identity; Congruence; Marque employeur; Témoignage vidéo; Bouche-à-oreille positif; Identité sociale (search for similar items in EconPapers)
Date: 2023-10
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Published in @GRH, 2023, 49, pp.101-126

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04246671

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