Crowdsourced employer branding: an analysis from the platform glassdoor

Authors

DOI:

https://doi.org/10.5902/1983465966608

Keywords:

Organizational climate, Organizational culture, Crowdsourcing, Employer branding

Abstract

Purpose: The present study aims to evaluate the aspects of organizational climate and culture from the voluntary contributions published in the Crowdsourced Employer Branding Glassdoor.

Design/methodology: Methodologically, this is an applied, descriptive longitudinal retrospective research, with a quantitative and qualitative approach to data, whose collection took place by means of a technical survey procedure with interpretative analysis of Glassdoor users' statements. The sample was composed of 5 companies from the technological sector located in the city of Florianópolis-SC.

Findings: The study investigates the organizational culture from the observations obtained on Glassdoor, verify the difference in averages between Culture and General Note of the companies observed, the perception of climate from the manifestations in favor or against the practices of the organization and relate the culture and organizational climate of the sample studied.

Originality/value: Theoretically, the study points out the possibilities of evaluating the organizational climate and culture through Crowdsourced Employer Branding platforms and that the "culture" factor is a determining factor for the positive or negative evaluation of a company. In relation to practical contributions, it can be seen that the study contributes to the decision of candidates about which companies to work for. In addition, it brings the importance of companies developing a good culture and maintaining a good organizational climate. Considering that this information is accessible to people on the internet.

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Author Biographies

Daniel Penz, Faculdade CESUSC, Florianópolis, SC

PhD Student in Administration (UDESC), Master in Business at the University of Vale do Itajaí (UNIVALI). Professor of the Administration and Marketing Course at the Faculty CESUSC – Florianópolis/SC.

Mathias Picollo de Almeida, Faculdade CESUSC, Florianópolis, SC

Degree in Business Administration from the Faculty Cesusc - Florianópolis, SC.

Bianca Costa Amorim, Fundação CERTI, Florianópolis, SC

Doutoranda em Administração pela Universidade do Estado de Santa Catarina (UDESC), com mestrado em Administração pela Universidade do Vale do Itajaí (UNIVALI) com foco em cultura empreendedora internacional, com Especialização em Educação a Distância: Gestão e Tutoria e graduação em Administração de Empresas. Dentre os assuntos pesquisados destacam-se os relacionados a gestão da qualidade, análises de dados, empreendedorismo, inovação, educação, startups, tecnologia, estratégia, análises de mercado e prospecção de novos negócios. Como atuação de mercado, participei do projeto RAMA - Rede de Manufatura Avançada para o Agronegócio e do projeto MetroBI, que trata do uso de dados para o desenvolvimento dos laboratórios Tecnológicos e projeto MetroBI - Saúde foi um projeto similar direcionado ao setor da saúde na Fundação CERTI. Lecionei no Senac e Uniasselvi para diversos cursos de graduação com disciplinas de mercado, marketing, pesquisa, gestão de recursos humanos entre outros. Minhas pesquisas acadêmicas estão publicadas em revistas e eventos nacionais e internacionais com destaques para o International Journal of Innovation e Iberoamerican Academy Conference. Em meus artigos fui premiada com o prêmio de melhor artigo pela Associação Nacional de Estudos em Empreendedorismo e Gestão de pequenas Empresas, divulgado no EGEPE 2018 com o estudo: A Influência da orientação empreendedora na capacidade absortiva e o desempenho das startups brasileiras.

Priscila Cembranel, Universidade do Contestado, Mafra, SC

Postdoctoral Researcher in Business (UFPR), PhD in Business and Tourism from the University of Vale do Itajaí (UNIVALI). Lecturer and Researcher at Management School Educational Society Santa Catarina – UNISOCIESC – Jaraguá do Sul/SC.

Carlos Roberto de Rolt, Universidade do Estado de Santa Catarina, Florianópolis, SC

Post-doctorate in Administration (UNIBO), PhD in Production Engineering from the Federal University of the State of Santa Catarina (UFSC). Professor of the Graduate and Postgraduate Program in Administration – ESAG-UDESC/SC.

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Published

2023-03-29

How to Cite

Penz, D., Almeida, M. P. de, Amorim, B. C., Cembranel, P., & Rolt, C. R. de. (2023). Crowdsourced employer branding: an analysis from the platform glassdoor. Revista De Administração Da UFSM, 16(1), e7. https://doi.org/10.5902/1983465966608

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Vol. 16 No. 1 (2023): Jan-Mar

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