Building Strong Employer Brand via Electronics Word-of- Mouth in the New Normal
Published: 2023
Author(s) Name: Poonam Pratap Dev and Mousumi Padhi |
Author(s) Affiliation: School of Human Resource Management, XIM University, Bhubaneswar, Odisha, India
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Abstract
As the world comes to terms with
the changes in work and workplace
in the COVID-19 period
and beyond, benefits offered to
the employees and electronics
word-of-mouth (eWOM) play a
critical role in building a strong
employer brand image. The global
pandemic has forced us to
adopt various digital practices to
meet the challenge of social distancing
at work. This paper argues
that eWOM will play a mediating
role between employment
work experience (EWE) and employer
brand image. This relationship
is viewed through the
lens of Social Exchange Theory.
The paper presents a conceptual
framework with stated propositions
combining the resource based
view with employer branding
using eWOM as an influencer
to achieve competitive advantage.
Keywords: N.A.
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