Employer branding or employee advocacy: Striking the balance between strategy and authenticity
DOI:
https://doi.org/10.34630/tth.v1i5.6209Keywords:
EmployerBranding, EmployeeAdvocacy, SocialMedia, Balance, PersonalBranding, CommunicationAbstract
In an era where authenticity has become a key value in organizational communication, balancing Employer Branding and Employee Advocacy emerges as a strategic challenge. This article explores how companies can align their institutional identity with the spontaneous voices of employees, focusing on the role of internal communication, the impact of social media, and the risks linked to unclear digital conduct policies. Drawing from various sources and real-world examples, it highlights the power of genuine employee storytelling in shaping corporate reputation and emphasizes the need for further research on the still underexplored concept of Employee Brand Advocacy.
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