E-reputation: a barometer of employer brand and organizational attractiveness in the era of dynamic web

Abstract

This article explores the concepts of employer branding, e-reputation, dynamic web, and organizational attractiveness, while highlighting how e-reputation can become a reliable indicator for assessing the effectiveness of employer branding and organizational attractiveness in today's digital environment. In response to the expectations of young talents, companies must not only maintain a strong presence on digital platforms but also ensure consistency between the image they project to potential candidates and the one perceived by their employees. This consistency is essential for building a strong employer brand.

Employees play a central role in shaping a company's e-reputation, acting as online ambassadors by sharing their personal experiences, whether positive or negative. By sharing their experiences on platforms such as Glassdoor or LinkedIn, they influence the external perception of the company, which can either attract or deter future talent. Additionally, candidates' experiences during the recruitment process also contribute to shaping this e-reputation.

This dynamic underscores the importance for organizations to align their external and internal communications. By fostering an authentic corporate culture and encouraging a positive employee experience, companies can not only enhance their attractiveness but also strengthen their online credibility. In summary, e-reputation becomes a crucial strategic lever for companies aiming to position themselves as employers of choice in an increasingly competitive and connected job market.

Classification JEL: M54

Paper type: Theoretical Research