Rich Media in Employer Branding: An experimental study on the impact of rich media testimonials on job seekers perceptions about firms’ Employer Brand Values
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
This thesis investigated how information on a firm’s website presented with richmedia employee testimonials differs compared to a poor media descriptioncommunicating the same content in its ability to positively influence potential jobseekersperceptions about a firms employer brand values, in particular social valuedue to its potential in differentiation. A problem was identified being that firms areexperiencing difficulties with communicating social value of the firm to potential jobseekers. The authors used a mixed-method research design containing explorativeexpert interviews, an explanatory experiment where potential job-seekers wereexposed to two different versions of a firms’ website (one containing rich mediaemployee testimonial, and one containing a written text description of the samecontent), and a number of focus groups with the aim to further explain the findingsfrom the experiment.
The findings indicate that rich media employee testimonials embedded in afirm's website increase potential job-seekers perceptions about a firm in terms of bothsocial value and identification with the firm. These findings suggest that firms shouldconsider using rich media employee testimonials on their career websites as analternative to the more commonly used poor media written descriptions.
Place, publisher, year, edition, pages
2013. , 47 p.
media richness, employer branding, video testimonials, employer brand values, social value, vividness effects
IdentifiersURN: urn:nbn:se:uu:diva-205644OAI: oai:DiVA.org:uu-205644DiVA: diva2:642315
UppsokSocial and Behavioural Science, Law