Unlocking the power of employee word-of-mouth to recruit young talent within university settings

Abstract

Purpose

Our study, based on signaling and social identity theories, explores how companies develop employer brand strategies through university partnerships and employee-centered practices. We also identify key factors that encourage employees to share positive word-of-mouth, enhancing the company’s appeal to potential and current talents.

Design/methodology/approach

Using Partial Least Squares Structural Equation Modeling, we analyzed a sample of 687 employees from various industries in Greece.

Findings

In our research, we highlight the role of employees' affective commitment in generating positive word-of-mouth recommendations for their company, as a desirable employment destination through interactions within their alma mater universities. This commitment, tied to their understanding of the company’s employer brand and their perceptions of its pre-recruitment practices, fosters a positive employer image among potential candidates. Our study confirms that leveraging employees as brand ambassadors enhances a company’s appeal to younger generations.

Practical implications

Companies should prioritize cultivating employees' affective commitment and facilitate interactions between employees and young candidates at their alma mater universities. It is crucial to ensure that employees understand the company’s employer brand both during their experience as candidates and as employees. By understanding the factors influencing employees' willingness to act as brand ambassadors, organizations can strengthen their employer image and attract younger candidates.

Originality/value

Our findings enhance the understanding of employee word-of-mouth dynamics, offering insights to improve pre-recruitment HR practices aimed at attracting students and recent graduates. By emphasizing employees' perceptions and actions regarding their social interactions at alma mater universities and their employer brand awareness, we can add value to employee-centric pre-recruitment strategies. Designed and implemented by employers, these strategies aim to attract emerging talent through universities.

Citation

Panagiotidou, S.Α. and Mihail, D. (2024), "Unlocking the power of employee word-of-mouth to recruit young talent within university settings", International Journal of Manpower, Vol. 45 No. 9, pp. 1701-1719. https://doi.org/10.1108/IJM-12-2023-0721