When employees relay employer brand communication: application to video testimonials

Lorsque les collaborateurs relaient la communication marque employeur: application aux témoignages vidéos

Sophie de Villartay (), Fabienne Berger-Remy () and Nathalie Fleck-Dousteyssier ()
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Sophie de Villartay: UEVE - Université d'Évry-Val-d'Essonne, 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]
Fabienne Berger-Remy: LAB IAE Paris - Sorbonne - IAE Paris - Sorbonne Business School
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 increasing difficulties to attract and retain talent, companies are developing their employer brand to attract candidates and promote the employee experience. To this end, they have adapted effective marketing techniques such as video testimonials. This research examines the effects of such a practice, which initially targets candidates, on current employees. By means of a case study in a company that has initiated video testimonials, this research shows that the reactions of employees are ambivalent, and that this can have an effect on the intention to relay (eWOM) through the perceived sincerity. Three factors influencing the perceived sincerity of employee video testimonials are identified.

Keywords: Employer brand; Video testimonials; eWOM; Sincerity; Marque employeur; Témoignages vidéo; Bouche à oreille électronique; Sincérité (search for similar items in EconPapers)
Date: 2023-05-10
Note: View the original document on HAL open archive server: https://hal.science/hal-04381689v1
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Published in 39e Congrès International de l'Association Française du Marketing (AFM). "Responsabilité(s) et pratiques du marketing", Association Française du Marketing, May 2023, Vannes, France. pp.455-466

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