Corporate Communications: An International Journal: Volume 29 Issue 7

Is your employer branding strategy effective? The role of employee predisposition in achieving employer attractiveness

Antonia Z. Hein, Wim J.L. Elving, Sierdjan Koster, Arjen Edzes

Employer branding (EB) has become a powerful tool for organizations to attract employees. Recruitment communication ideally reveals the image that companies want to portray to…

Corporate social advocacy and gender equality: how call-to-action messages influence corporate reputation

Sarah Marschlich, Laura Bernet

Corporations are confronted with growing demands to take a stand on socio-political issues, i.e. corporate social advocacy (CSA), which affects their reputation in the public…

Forms and strategies of personal influence in “public” relations practices: evidence from Italy

Chiara Valentini, Krishnamurthy Sriramesh

Personal influence is one of the most powerful strategies to influence publics’ behaviours. Yet, there is scant attention on how personal influence is leveraged for different…

Fear of being replaced: The dark side of employee ambassadorship on social media

Alessandra Sossini, Mats Heide

This study problematizes the prevailing normative and managerial-dominated view of self-initiated employee ambassadorship on social media from a power perspective. The aim is to…

The first modern health communication campaign in Europe: explicit and implicit strategic intents

Øystein Pedersen Dahlen

The main aim of this article is to broaden the notion of strategic intent in public relations. It also develops an understanding of the social value of what can be defined as the…