Recruiting Through the Grapevine : The relevance of employee referral programs within the field of employer branding
Title: Recruiting Through the Grapevine - The relevance of employee referral programs within the field of employer branding
Authors: Mikaela Löjdqvist & Isabella Nilsson
Course: Bachelor Thesis in Business Administration (FOA214), 15 HP
University: Mälardalen University
Academia: School of Business, Society and Engineering
Supervisor: Magnus Hoppe
Examiner: Eva Maaninen-Olsson
Co-assessor: Konstantin Lampou
Research question: How do employee referral programs, as a part of the recruitment process, connect to the employer brand of a company?
Purpose: Understanding the correlation and connection between the two concepts, employer branding and employee referral programs, may help companies recognize the importance of using such programs as a stable foundation of their recruitment process. Thus concurrently, identifying the consequences that the employer brand presents, has on the employees and their willingness to recommend. This leads to the purpose of this thesis, which is to examine the connection between employee referral programs and a company's employer brand.
Methodology: Answering the purpose and research question was approached by using a mixed method, based on the qualitative and quantitative approaches. The qualitative method was used in the two semi-structured in-depth interviews, while the quantitative approach was used in construction and analysis of the survey. Both methods provide a foundation to strengthen the arguments not only for the results of the survey, but also for drawing conclusions when trying to answer the research question. By using a case company, a real-life understanding of how the connection between employer branding and the employee referral program correlates.
Conclusion: A connection between employee referral programs and the employer brand can be denoted from the conducted research within the chosen case company. However, if this connection is true for all companies, needs to be further investigated.
Keywords:employer branding, employee referral programs (ERP), employee value proposition (EVP), recruitment, staff-word-of-mouth (SWOM), word-of-mouth (WOM)
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