Career-washing? Unpacking employer brand promises on social media platforms

Abstract

Purpose

This paper aims to explore how a global fashion retailer uses a social media platform to build an appeal via a process of online employer branding.

Design/methodology/approach

The study involved a narrative and thematic analysis of posts of a global fashion retailer on LinkedIn. The authors sampled organisational posts and the responses they received over a six-month period.

Findings

The organisation uses carefully curated success stories of “ideal” existing employees to build an appeal based on the values of growth and belonging. While varied, the responses of platform users tend to be limited to brief contributions, questioning the success of the organisation’s attempts at creating an appeal.

Research limitations/implications

The authors argue that employer branding literature needs a new conceptual toolbox, which better reflects the mediated, affective and networked nature of platforms.

Practical implications

To avoid career-washing, employer brands should engage with the networked nature of platforms, fostering authentic conversations with users rather than using platforms merely as a billboard to post content.

Originality/value

The authors theorise the appeal of the employer brand through the concept of the “employer brand promise”. Furthermore, they show how, on social networks, this promise attempts to create value through meaningful engagement. They also conclude by observing how the employer brand promise can act as a form of career-washing, where there is a significant dis-connect between the promise offered and the reality of retail work on the ground.

Citation

Marcet Alonso, J., Parsons, E. and Pirani, D. (2022), "Career-washing? Unpacking employer brand promises on social media platforms", European Journal of Marketing, Vol. 56 No. 10, pp. 2804-2825. https://doi.org/10.1108/EJM-10-2021-0817