About This Journal

korean management review - Vol. 51 , No. 6

[Paper List] [Go to Volume List]


[ Article ]
korean management review - Vol. 51, No. 6, pp. 1649-1672
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 31 Dec 2022
Received 28 Jun 2022 Accepted 08 Aug 2022
DOI: https://doi.org/10.17287/kmr.2022.51.6.1649
Exploratory Study on the Analysis of Domestic Firm Workers’ Employer Brand and Differences between Employees Those Who Recommend Their Firm and Those Who Do Not: Application of Structural Topic Modeling
Sangsuk Oh ; Owwon Park
(First Author) National Cancer Center (blueoss@ncc.re.kr)
(Corresponding Author) The Catholic University of Korea (owpark@catholic.ac.kr)
국내 기업 근로자들의 고용브랜드 요인 탐색 및 기업 추천/미추천자 간 차이 분석: 구조적 토픽 모델링 적용

Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

This study applies Structural Topic Modeling to explore the text data from corporate reviews of the recruitment platform describing employer brands and to investigate whether such data have meaningful differences between the employees who recommend their firms and those who do not. Specifically, we examine the text data on the satisfactory factors of companies as described by incumbent employees who recommend and do not recommend their firms. Topic modeling derives 30 topics, among which 22 are considered appropriate by using a critical review. These topics are labeled considering previous research on employer brands, and the highest percentage are categorized as ‘horizontal corporate culture’. Significant differences are identified between current employees who recommend and do not recommend their firms. Most of the extracted topics are similar to the variables that are previously used in literature. However, new topics are also derived from our studies. Finally, the implications of study findings are discussed.


Keywords: Employer Brand, Text Mining, Structural Topic Modeling

References


1.	Acikgoz, Y., and S. M. Bergman(2016), “Social Media and Employee Recruitment: Chasing the Run Away Bandwagon,” in Landers, R. N. and G. B. Schmidt (Eds.), Social Media in Employee Selection and Recruitment, Springer International Publishing, pp.175-195.
2.	Ambler, T., and S. Barrow(1996), “The Employer Brand,” Journal of Brand Management, 4(3), pp.185-206.
3.	Antony, J., C. Laux, and E. Cudney(2019), “Selecting Top Talent for Execution of Projects,” in Antony, J., S. M. Vijaya, L. Chad, and A. C. Elizabeth (Eds.), The Ten Commandments of Lean Six Sigma, Emerald Publishing Limited, pp.29-43.
4.	Arachchige, B. J., and A. Robertson(2013), “Employer Attractiveness: Comparative Perceptions of Undergraduate and Postgraduate Students,” Sri Lankan Journal of Human Resource Management, 4(1), pp.33-48.
5.	Berthon, P., M. Ewing, and L. L. Hah(2005), “Captivating Company: Dimensions of Attractiveness in Employer Branding,” International Journal of Advertising, 24(2), pp.151-172.
6.	Breaugh, J. A.(2013), “Employee Recruitment,” Annual Review of Psychology, 64, pp.389-416.
7.	Cable, D. M., and D. B. Turban(2003), “The Value of Organizational Reputation in the Recruitment Context: A Brand-equity Perspective,” Journal of Applied Social Psychology, 33(11), pp.2244-2266.
8.	Chang, J. Y., Y. J. Choi, and J. Y. Kang(2020), “An Exploratory Analysis of Domestic ICT Workers’ Dissatisfaction with Their Jobs and Differences between Former and Incumbent Employees: Application of Topical Modeling, Korean Journal of Psychology: General, 39(3), pp.445-480.
9.	Collins, C. J., and A. M. Kanar(2013), “16 Employer Brand Equity and Recruitment Research,” The Oxford Handbook of Recruitment, pp.284-297.
*10.*	Coughlan, M., P. Cronin, and F. Ryan(2009), “Survey Research: Process and Limitations,” International Journal of Therapy and Rehabilitation, 16(1), pp.9-15.
*11.*	De Stobbeleir, K. E., I. De Clippeleer, M. C. Caniëls, F. Goedertier, J. Deprez, A. De Vos, and D. Buyens(2018), “The Inside Effects of a Strong External Employer Brand: How External Perceptions Can Influence Organizational Absenteeism Rates,” The International Journal of Human Resource Management, 29(13), pp.2106-2136.
*12.*	DeMaio, T. J.(1984), “Social Desirability and Survey Measurement: A Review,” in Tuner, C. F. and E. Martin (Eds.), Surveying Subjective Phenomena, 2, Russell Sage Foundation, pp.257-281.
*13.*	Edwards, M. R.(2010), “An Integrative Review of Employer Branding and OB theory,” Personnel Review, pp.5-23.
*14.*	Elias, J.(2022), “Google Employees Bombard Execs with Questions About Pay at Recent All Hands Meeting,” CNBC, 2022.3.24., https://www.cnbc.com/2022/03/24/google-employees-bombard-execs-about-pay-at-recent-all-hands-meeting.html(retrieved June 2022).
*15.*	Fan, W., L. Wallace, S. Rich, and Z. Zhang(2006), “Tapping the Power of Text Mining,” Communications of the ACM, 49(9), pp.76-82.
*16.*	Frawley, W. J., G. Piatetsky-Shapiro, and C. J. Matheus(1992), “Knowledge Discovery in Databases: An Overview,” AI magazine, 13(3), pp.57-57.
*17.*	Gallup, “State of the Global Workplace 2022 Report,” https://www.gallup.com/workplace/349484/state-of-the-global-workplace-2022-report.aspx(retrieved November 2022).
*18.*	Grimmer, J. and B. M. Stewart(2013), “Text as Data: The Promise and Pitfalls of Automatic Content Analysis Methods for Political Texts,” Political Analysis, 21(3), pp.267-297.
*19.*	Hewitt(2009), “Point of View: What Makes a Company a Best Employer?,” http://www.aon.com/attachments/thought-leadership/pov_Best_Employer_Position_Paper.pdf (retrieved June 2022).
*20.*	Hillebrandt, I., and B. S. Ivens(2012), “How to Measure Employer Brands? The Development of a Comprehensive Measurement Scale,” Marketing Theory and Applications, 23, pp.52-61.
*21.*	Janasik, N., T. Honkela, and H. Bruun(2009), “Text Mining in Qualitative Research: Application of an Unsupervised Learning Method,” Organizational Research Methods, 12(3), pp.436-460.
*22.*	Jung, T., T. Scott, H. T. O. Davies, P. Bower, D. Whalley, R. McNally, and R. Mannion(2009), “Instruments for Exploring Organizational Culture: A Review of the Literature,” Public Administration Review, 69, pp.1087-1096.
*23.*	Kil, H. H.(2018), “The Study of Korean Stopwords List for Text Mining,” Urimalgeul: The Korean Language and Literature, 78, pp.1-25.
*24.*	Kim, D., J. Kang, and J. I. Lim(2016), “Comparative Analysis of Job Satisfaction Factors, Using LDA Topic Modeling by Industries : The Case Study of Job Planet Reviews,” Jornal of Information Technology Services, 15(3), pp.157-171.
*25.*	Kim, H. E., and H. Lee(2021), “Online Employee Reviews and Firm Value,” Journal of Management & Economics, 43(2), pp.27-52.
*26.*	Kim, S. J., and J. H. Lee(2022), “Possibility for Future Research Using Big Data Analysis in Organization and Human Resource Management,” Journal of Organization and Management, 46(2), pp.85-122.
*27.*	Kim, S. J, J. H. Lee, and C. I. Chae(2021), “Kkondae: A Study for Organizational Culture in Korean Companies,” Journal of Organization and Management, 45(2), pp.1-35.
*28.*	Knox, S., and C. Freeman(2006), “Measuring and Managing Employer Brand Image in the Service Industry,” Journal of Marketing Management, 22(7-8), pp.695-716.
*29.*	Kong, J. A., and D. Y. Yoon(2021), “The Effects of High-performance Work System on Adaptive Performance : The Mediating Effects of Psychological Capital,” Korean Journal of Business Administration, 34(1), pp.17-43.
*30.*	Lee, J. H., and C. I. Chae(2019), “Differences and Multi-dimensionality of the Perception of Career Success among Korean Employees : A Topic Modeling Approach,” The Journal of the Korea Contents Association, 19(6), pp.58-71.
*31.*	Lee, K. W.(2021), “Ungrounded Public Opinion Gathering, Spreading Rumors … Firms are Worried about ‘Blind’”, The Chosunilbo, 2021.4.3., https://www.chosun.com/national/2021/04/03/JJWX4RJXH5BONADSCPWPO3CGVI/(retrieved June 2022).
*32.*	Lievens, F.(2007), “Employer Branding in the Belgian Army: The Importance of Instrumental and Symbolic Beliefs for Potential Applicants, Actual Applicants, and Military Employees,” Human Resource Management, 46(1), pp.51-69.
*33.*	Lievens, F., and J. E. Slaughter(2016), “Employer Image and Employer Branding: What We Know and What We Need to Know,” Annual Review of Organizational Psychology and Organizational Behavior, 3(3), pp.407-440.
*34.*	Maxwell, R., and S. Knox(2009), “Motivating Employees to “Live the Brand”: A Comparative Case Study of Employer Brand Attractiveness within the Firm,” Journal of Marketing Management, 25(9-10), pp.893-907.
*35.*	Melián-González, S., and J. Bulchand-Gidumal(2016), “Worker Word of Mouth on the Internet: Influence on Human Resource Image, Job Seekers and Employees,” International Journal of Manpower, 37(4), pp.709-723.
*36.*	Roberts, M. E., B. M. Stewart, and D. Tingley(2019), “Stm: An R package for Structural Topic Models,” Journal of Statistical Software, 91, pp.1-40.
*37.*	Roy, S. K.(2008), “Identifying the Dimensions of Attractiveness of an Employer Brand in the Indian Context,” South Asian Journal of Management, 15(4), pp.110-130.
*38.*	Schlager, T., M. Bodderas, P. Maas, and J. L. Cachelin (2011), “The Influence of the Employer Brand on Employee Attitudes Relevant for Service Branding: An Empirical Investigation,” Journal of Services Marketing, 25(7), pp.497-508.
*39.*	Schmiedel, T., O. Müller, and J. vom Brocke(2019), “Topic Modeling as a Strategy of Inquiry in Organizational Research: A Tutorial with an Application Example on Organizational Culture,” Organizational Research Methods, 22(4), pp.941-968.
*40.*	Serenko, A.(2022), “The Great Resignation: The Great Knowledge Exodus or the Onset of the Great Knowledge Revolution?,” Journal of Knowledge Management, Vol. ahead-of-print No. ahead-of-print.
*41.*	Shin, A.(2019), “Keyword and Topic Analysis on Free Semester Policy Using Big Data(Doctoral dissertation),” Seoul National University, Seoul.
*42.*	Shin, J. Y.(2021), Fair Pay, Hongmoonsa.
*43.*	Tanwar, K., and A. Prasad(2017), “Employer Brand Scale Development and Validation: A Second-order Factor Approach,” Personnel Review, 46(2), pp.389-409.
*44.*	Turban, D. B., and D. M. Cable(2003), “Firm Reputation and Applicant Pool Characteristics,” Journal of Organizational Behavior: The International Journal of Industrial, Occupational and Organizational Psychology and Behavior, 24(6), pp.733-751.
*45.*	Tüzüner, V. L., and C. A. Yüksel(2009), “Segmenting Potential Employees According to Firm’s Employer Attractiveness Dimensions in the Employer Branding Concept,” Journal of Academic Research in Economics, 1(1), pp.46-61.
*46.*	Vaijayanthi, P., R. Roy, K. A. Shreenivasan, and J. Srivathsan(2011), “Employer Branding as an Antecedent to Organisation Commitment: An Empirical Study,” International Journal of Global Business, 4(2), pp.91-106.
*47.*	Woo. S. M.(2022), “ “Let's Stop the Waist-level Departure“ MZ Salary Increase and Unique Welfare,” Maeil Business News Korea, 2022. 1.19., https://www.mk.co.kr/news/it/view/2022/01/57880/(retrieved June 2022).
*48.*	Workhuman(2021), How the Great Resignation will Shape HR and the Future of Work: Findings from the Workhuman IQ Fall 2021 International Survey Report, Globoforce.
*49.*	Yang, D., and H. Choi(2018), “The Relationship between Employment Brand and Job Attitude – Comparison of Large and Small-to-medium Establishments,” The Academy of Customer Satisfaction Management, 20(2), pp.1-25.

∙ The author Sangsuk Oh is a deputy manager of performance management team in National Cancer Center. He received his Ph.D. in management from the Catholic University of Korea. His research interests include strategic human resource management, turnover, and HR analytics.

∙ The author Owwon Park is a professor of management in the Department of Business Administration at the Catholic University of Korea. He received his Ph.D. in management from the Korea University Business School. His research focuses on strategic human resource management, talent management, turnover, and compensation.