The purpose of this study is to review the extant literature on chatbots and stakeholder interactions to identify major trends and shed light on knowledge gaps.,A systematic literature review was conducted combining qualitative and quantitative approaches. A code book based on early systematic literature reviews was developed and used to extract information from 62 discrete peer-reviewed English articles. An inductive approach was used to analyse definitions of chatbots, topics, metrics, perspectives and implications.,Chatbots have been studied by many different disciplines, but not much from organizational, stakeholder and corporate communication perspectives. Existing studies focus on the technical developments of chatbots and chatbot language and conversations skills. Research has remained anchored at the micro-level understanding of the phenomenon, that is, the nature of chatbots, but has not yet taken into consideration the meso (organizational) or macro (societal) levels.,This study focused only on academic peer-reviewed papers in English and excluded conference proceeding, books, book chapters and editorials that may have offered other important and relevant reflections. The limited number of studies in communication-related disciplines shows that corporate communication scholars could contribute more to the discussion of chatbot–stakeholder interactions.,This is the first research in the field of corporate communication that examines organizational chatbot–stakeholder interactions. Results of this review offer important information on chatbots' organizational capabilities and affordances, which, arguably, must be taken into consideration when stakeholder engagement strategies are set.

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Conversational agents in online organization–stakeholder interactions: a state-of-the-art analysis and implications for further research

The concept of employer branding has drawn the attention of both academicians and practitioners over a decade. However, inaction, the objective of the employer brand managers were hardly tapped. Therefore, this paper aims to explore the views of HR manager on employer branding activities and its implementation.,This study is a case research of three multinational companies in India. A semi-structured interview method has been adopted to collect the data and a content analysis technique was used for analyzing the data into identified themes.,The HR managers of the studied company were discussed with multiple activities related to employer branding practice and implementation in their workplace. The key observations and discussions from the interviews were themed after the analysis as meaningfulness and visibility, employer brand awareness and differentiator and human resource development (HRD) parameters.,The combined effect of branding theories and HRD practices will establish the most attractive and successful employer brand building process in place. Involving the potential and existing employees in the psychological contract formation; consistency among the internal and external communication systems; and top management approach with the brand highlighted the need for research and theory development in employment branding.,Communication breakdown, strategic mismatch, long-term disconnects and sustained success are the strategic concerns that every company who believe in the idea of employer branding may face and need to well-handled.,The study concluded with the belief of the human resources managers from all the three organizations as stated – adopting a community based strategic approach to the organization’s brand and clear about what the employer brand stand across the employment lifecycle drives businesses into success.

HRD Indicators and Branding Practices: A Viewpoint on the Employer Brand Building Process.

Considering social exchange theory, the current research aimed to examine the mediating impact of job satisfaction in the relationship between internal branding and organisational citizenship behav

Employer Branding and Organisational Citizenship Behaviour: The Mediating Role of Job Satisfaction:

Due to the current battle to attract and engage the best professionals, companies must design strategies and implement actions that help them to position themselves in the labour market as the best...

Employer branding factors as promoters of the dimensions of employee organizational commitment

This paper aims to extend employer branding research by investigating the role of job satisfaction and organizational identification as predictors of employee retention, and their mediating role between employer branding and employee retention.,A cross-sectional survey is utilized to gather data from 352 employees working in top Indian IT organizations. Hypotheses were tested and analyzed utilizing SPSS PROCESS Macro.,The results reveal that employer branding is positively related to job satisfaction, organizational identification and employee retention. The analysis provides support for the mediating effects on employee retention of employer branding through job satisfaction and organizational identification. In addition, results also provide support for the serial mediation model, where employer branding was found to influence employee retention via job satisfaction and organizational identification in a sequential manner. The findings connote that the enhanced positive identity of satisfied employees suppresses the intention to leave among IT professionals.,The findings suggest that an employer branding strategy with a unique set of attributes can provide a competitive advantage to employers in terms of high retention levels. The findings also highlight the fact that the importance of employer branding strategy should not be merely confined to the issue of retention as it can also play a vital role in enhancing job satisfaction and employees' identification level. Hence, managers are required to devise an employer branding strategy with a long-term intent that focuses on gaining a competitive advantage and aiming to improve relationships with employees.,The researchers have enriched social identity and social exchange theory as a theoretical paradigm, examining antecedents of employee retention. The study has extended the foregoing direct or simple mediation models by integrating social identity theory and job satisfaction in a sequential mediation model.

Unbundling employer branding, job satisfaction, organizational identification and employee retention: a sequential mediation analysis

The subject of employer branding and its impact on employee perceptions is attracting great interest from researchers and practitioners. The main aim of this research is to explore the influence that employer branding has on employee retention. A detailed literature review of core and contemporary academic contributions on the subject areas was carried out and there were seven key themes identified within employer branding literature, which were: brand values, induction and training, internal brand communication, organisational culture, rewards and benefits, brand commitment, and employer brand management. Overall analysis of the literature review indicates that employer branding is integrated into the organisation and the various employer brand attributes, and along with the organisation's culture, holds value for employees and contributes to them staying employed within the company. These findings, along with previous research, allow the conclusion that employer branding does have a clear influence on employee retention. Scope for future research could include undertaking quantitative research testing the devised conceptual framework, in addition to looking in more depth at the seven key themes identified within retail employer branding to find out which brand attributes are valued the most by employees. Moreover, other service organisation set-ups could be researched in a similar way to see if results are similar between services organisations, and the results can then be generalised across the service sector.

Lucy Cunnigham

Papers

Employer branding and its influence on employee retention: A literature review