Augmenting Employer Brand Experiences and Evaluation: The Role of Innovative VR and Digital Platforms

Svetlana Bialkova, Emiel Ros

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review


Although various digital platforms have been used in employer communication and marketing, Virtual reality is the most recently emerging technology, and its potential for enhancing organization's environments has not been fully explored. The current study addressed this issue in the challenge to select the tools that most appropriately extend and complement the employer brand. Half of the participants experienced a VR platform promoting the employer. The other half, experienced the same VR platform and additional video (screened digitally). Employer image, reputation, attractiveness, and the willingness to pursue a career with the employer were addressed. The results showed that appropriate combination of VR and digital platforms within the communication mix, lead to augmented experiences, enhanced employer image, attractiveness, and willingness to pursue a career. These outcomes suggest that high tech platforms are promising innovative tools for shaping the employer image and brand.
Original languageEnglish
Title of host publicationIn Gounaris, S. et al., (Eds.). People make marketing
Publication statusPublished - Jul 2018
EventEMAC2018 - Glasgow, United Kingdom
Duration: 29 May 20181 Jun 2018


Country/TerritoryUnited Kingdom


  • Virtual reality
  • Branding
  • HRM


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