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Branded Employee Behaviour as a Double-Edged Sword: How Perceptions of Service Employees Impact Job Seekers' Application Intentions

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  • Wünderlich, Nancy V.
  • Iseke, Anja
  • Becker-Özcamlica, Hürrem
Abstract
Prior brand experiences affect job seekers’ application decisions, as they recall service encounters with brands which they have experienced as customers. As brand representatives, service employees play a critical role in these recollections. Their behaviour might inform job seekers’ understanding of the employer brand, thereby affecting their application decision. The impact of the service employee’s behaviour might be even more impactful if this behaviour is branded, meaning that the employee’s appearance and manner are representative of the brand values. In this paper, we analyse whether and how branded service employee behaviour affects job seekers’ application intentions. We argue that branded service employee behaviour provides two opposing signals: it contributes to consistent evaluations of the brand, leading to more brand trustworthiness and enhancing job seekers’ application intentions. However, it may also be perceived as inauthentic, reducing job seekers’ application intentions. Findings from a scenario experiment provide evidence of both effects.

Suggested Citation

  • Wünderlich, Nancy V. & Iseke, Anja & Becker-Özcamlica, Hürrem, 2020. "Branded Employee Behaviour as a Double-Edged Sword: How Perceptions of Service Employees Impact Job Seekers' Application Intentions," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(4), pages 205-215.
    • Handle: RePEc:nms:nomsmr:10.15358/2511-8676-2020-4-205
    DOI: 10.15358/2511-8676-2020-4-205
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    References listed on IDEAS

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    1. Beauregard, T. Alexandra & Henry, Lesley C., 2009. "Making the link between work-life balance practices and organizational performance," LSE Research Online Documents on Economics 25224, London School of Economics and Political Science, LSE Library.
    2. Burmann, Christoph & Piehler, Rico, 2013. "Employer Branding vs. Internal Branding – Ein Vorschlag zur Integration im Rahmen der identitätsbasierten Markenführung," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 67(3), pages 223-245.
    3. Wei, Yu-Chen & Chang, Chao-Ching & Lin, Liang-Yang & Liang, Shih-Chen, 2016. "A fit perspective approach in linking corporate image and intention-to-apply," Journal of Business Research, Elsevier, vol. 69(6), pages 2220-2225.
    4. Lemmink, Jos & Schuijf, Annelien & Streukens, Sandra, 2003. "The role of corporate image and company employment image in explaining application intentions," Journal of Economic Psychology, Elsevier, vol. 24(1), pages 1-15, February.
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