Glocal trends and employer ratings as a critical branding approach in the social economy

Abstract

Research background: The global corona pandemic that broke out at the beginning of 2020 is considered a catalyst for the necessary digitization of organizations - including in the social economy. In addition to social issues, the corona crisis primarily affects the economic framework, in particular securing liquidity to maintain business activity. Furthermore, the shortage of skilled workers is exacerbated by the change to the labor market. At the same time, Generation Y is populating the job market with their changed demands and is presenting employers with central challenges. This primarily includes maintaining the innovation and competitiveness of the socio-economic organization. Purpose of the article: The aim of this research contribution is to show organizations how information from web-based employer review portals can be used for decision-making. The focus is on the identification of critical success factors for the organization-specific stakeholder orientation, especially for employer branding. Methods: The author has analyzed secondary data due to the pandemic in order to identify and systematize HR tendencies. In doing so, available (online) data from Bitkom was used, supplemented by ratings and comments on the web platform for employer ratings kununu.com. Findings & Value added: Employer rating portals are developing into an interactive forum and shaping the image of employers - employer branding, which is supported by social media. The design of an attractive employer brand must be understood as a strategic management task in social economy organizations.