Employer Rating Portals

A study was conducted looking at how Employer Rating Portals influence the view that potential applicants have on an employer’s brand. Ever since Employer Rating Portals have evolved in the internet, companies are being even more challenged into becoming active in the social media world without actively choosing it for themselves. Employer Rating Portals give employees and applicants the possibility to express their opinion about an employer. This results in external people reading the comments and forming their own opinion about a company without experiencing it themselves. This passive form of employer branding may not be ideal from a company’s point of view as they have no control over how they are externally portrayed. The results of this study show that people are familiar with ERP and they are generally well known. Companies could use ERP to inform interested people about the products and the company as users of the portals use this kind of information.