Purpose This study explores the relationship between employer branding and employee experiences that matter for performance-relevant outcomes by analyzing employee reviews posted on the career website and helps reduce information asymmetry in engaging, attracting, retaining and motivating IT talent. Design/methodology/approach Overall, 23,552 reviews published by current and former employees from US tech companies were collected and analyzed by using text-mining techniques, sentiment analysis and Latent Profile Analysis. Findings Four distinct employee experience profiles emerge, reflecting different levels of engagement, retention, advocacy and employer reputation, which are key levers of effectiveness, through employment value propositions (EVPs). Work–life balance, social, management, development and application values are systematically associated with employer ratings and review sentiment, highlighting employee experience as a core driver of employer branding. Practical implications This data-driven approach provides a framework for enhancing talent retention and recruitment strategies in the highly competitive IT industry. It shows how large-scale employees review data and advanced people-analytics methods can be used within HRM to generate actionable insights on EVPs, and how employees can target specific employee profiles to increase overall organizational performance and effectiveness through retention, engagement and employer reputation and to deliver credible EVP. Originality/value By linking employee profiles to specific EVPs according to the employees' experiences, the study offers actionable insights for organizations looking to tailor their employer branding strategies to meet the unique needs of various employee groups.
Mahar et al. (Thu,) studied this question.
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