POWER OF EMPLOYEE TESTIMONIALS:

How do companies leverage employee stories

for recruitment, branding, and internal
communications?

Submitted by
M MOHIYUDDN SAKHIB
(PES1202304821)

MBA
Section – G
Department of Management

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ABSTRACT:
The necessity of good communication in today's competitive market is
examined in this research study which also looks at ways businesses may
take to successfully explain the value and impact of their inventions. In
order to determine how well these tactics work to foster success and
progress it also uses surveys to collect data and analyse it.
In this research paper regression analysis is used to determine if the
employee testimonials have a significant impact on the decision of future
employees to apply for a job.
Other questionnaires of a demographic and descriptive nature are also
included and represented in pictorial form for a better understanding of the
research.
It is analysed and concluded that the employee testimonials do not have a
significant impact on the decision to apply for job.

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INTRODUCTION:

Employee Testimonials and it’s Significance

To recruit top talent in the current labour market, organizations need to

highlight their distinctive culture and advantages. The most genuine and
effective method of attracting recruits is through employee testimonials. In
addition to examining the effectiveness of employee testimonials, this blog
article offers templates and examples to help you create your own.

Employee Testimonials
Employee testimonies are expressed verbally or in writing by present or
past workers regarding their experiences with a firm. They address a range
of issues, including work-life balance, perks, management style, corporate
culture, and growth prospects. They assist potential candidates in deciding
if the organization is a good match for them by providing an insider's
viewpoint on it.

Importance of Employee Testimonials

Offer Transparency and Authenticity

In a world where well crafted brand narratives and polished marketing
messages are thrown at customers and job seekers alike employee
testimonials provide a welcome dose of openness and genuineness. They
provide potential employees a genuine impression of what its like to work
for your company from the viewpoint of individuals who have the most
experience there.

Provide Assistance Establish Trust

You can make a lasting impression on potential applicants by showcasing
employee testimonials on your website social media accounts and other
marketing platforms. This shows them that you appreciate and are pleased
with the job your staff members do. Establishing trust and credibility with
your audience may be greatly enhanced by doing this.

Differentiate You From Competitors

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Employee testimonials as a Recruitment Tool:
Things to be aware before using Employee Testimonials as a recruitment
tool:

 SETTING CLEAR OBJECTIVES – It's crucial to specify the

objectives and advantages of the change in detail before
implementing a new method of functioning. For example when
establishing a template for the customer onboarding process its
important to know what advantages the consumer and the marketing
team will receive from it. Its pointless without definite standards or
constructive modification. Establishing quantitative goals for
employee testimonials such as the number of employee testimonials
or scores on websites like Indeed or Glassdoor, might be a smart
place to start. Prioritise gathering quantitative data first qualitative
readings can be done afterwards.

 USING EXAMPLES – Employee comprehension of the goal is

critical to the success of a new system asking for testimonials. While
some workers might be able to comprehend the goal with only a brief
explanation, others might require more time. For example
showcasing guest pieces might help the content team comprehend the
objectives if they need to learn about a new kind of material. Similar
to this it might be helpful to provide samples of both successful and
failed videos if the algorithm prioritises videos. Employee
confidence can increase when given examples of content format style
and size. Presenting the testimonies outcomes can also have a big
impact on employee involvement. Consequently it is essential to
explain to staff members why these testimonies are being used.

 BUY-IN – A key management concept that guarantees staff

commitment to new procedures and projects is buy in. It is
particularly crucial for making good use of employee testimonies.
This buy in increases employee engagement which makes it a useful
selling point during hiring discussions. According to Gartner, a good
employee value proposition may cut yearly employee turnover by
69% and regular recruiting processes are less likely to be necessary.
Thus getting support from different business divisions is essential for
effective hiring and staff retention.
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  BEING FLEXIBLE – Employee testimonials require flexibility and
adaptability as they may not arrive at once. While deadlines can help
employees stay focused, they should not be given more importance
than their regular tasks. The format of the testimonials should be
flexible with written testimonies being more effective and phone
testimonials being more effective. Having enough tools like business
phone plans and a video of the individual sharing their story can help
others.

 BEING TRANSPARENT – It's critical to be open and honest about

the process and make investments in high quality cultural training to
prevent charges of adding a favourable spin to testimonies. Workers
have to be transparent in their answers and make sure that following
editing they approve of any changes. Failing to do so might have a
disastrous effect on the company's reputation by giving the
impression that it is better than it actually is which would have a
negative ripple effect. It is impossible to exaggerate the significance
of openness and excellent cultural training.

 AWARENESS – Being aware of employee testimonials is more

about realising that anything might serve as a testimonial than it is
about advocating for their necessity. In the workplace people
frequently make good remarks out of the blue which may be
leveraged to attract new employees. Since individuals are more
inclined to give candid accounts of their sentiments when questioned
directly by management authenticity is crucial when employing
employee testimonials. In terms of credibility a positive comment of
this kind is worth five times as much as one obtained formally.

 KEEPING CONTROL – Since labour management technologies

cannot handle everything control over the use of testimonials in
recruitment efforts is essential. Don't post a testimonial exactly as it
is if it contains errors in spelling and language to prevent claims of
senior tampering. Testimonials may be enhanced to attract
prospective employers and give a positive experience by rewording
or polishing them. Changes are acceptable as long as they don't
transform a bad answer into a positive one. This will prevent
negative replies from becoming positive evaluations.
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Employee testimonials as Branding:

There are 5 ways that can be used to harness employee testimonials to

enhance the brand and get the best talent:

 Integrating employee testimonials into company’s career website

 Posting testimonials on review sites
 Using testimonials when onboarding new team members
 Sharing employee testimonials on Socials
 Creating a feedback on website or newsletter

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Literature Review:

“ The article talks about how internal social media may improve employee
engagement, which is characterised as workers who feel empowered,
engaged in their work and linked to the company’s value and mission. Best
practices for involving employees on social media include clear policies
employee training empowerment leadership involvement social media
listening sharing content strategies authenticity and consistency. These
strategies were discovered through interviews with 27 senior level internal
communication practitioners from multinational corporations. The growth
of social media based internal communication and future trends are also
covered in the essay ”

“ The importance of internal communication for employee engagement is

being emphasised by organisations and public relations specialists more
and more. This study investigates the function of internal communication
in fostering engagement and trust through interviews with public relations
professionals. Executives have a larger role in encouraging employee
engagement by using a variety of communication techniques, such as in
person interactions to build trust and engagement. Internal communication
is becoming more and more important and this is important for an open
and motivated staff ”

“Employers are now more concerned about retention as a result of the

global economic recovery and a rise in voluntary turnover. An increasing
number of organisations are prioritising career development and human
resources while promoting from within. Organisations with strong
employer brands performance management plans that optimise employee
potential, and creative HRD initiatives especially those using technology
delivered education and social learning tools stand to gain the most from
the current economic climate. Although not all inclusive these tactics are
vital for retaining employees and are critical to a business's success”
“This article makes the case that organisations may benefit from using
storytelling for purposes other than marketing tactics. It implies that
businesses of all kinds and capacities may include storytelling in every
aspect of their operations. The page offers a summary of the advantages of
storytelling examples of possible uses and detailed instructions for
organising and integrating storytelling. It also emphasises how crucial it is
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to create an organisational culture capable of utilising storytelling to
improve marketing tactics and general organisational performance. The
essay businesses to use storytelling as a crucial strategy for their success”

“In response IT organisations are using Employer Branding to create

extensive web messages that help attract top talent. Using a thematic
content analysis approach using Avraham and Ketter's source message and
target audience paradigm this research describes the online recruitment
practices of fourteen top technology companies. In order to meet the rising
scarcity of professional workers in the global digital ecosystem the goal is
to persuade and recruit applicants online. The report emphasises how
critical EB is to solving the continuous labour shortage and drawing in top
talent ”

“The study examines the connection between individual brand supporting

behaviour and organisational structures offering a social transformation
model and emphasising the role of leadership in internal brand
development. An exploratory methodology is used in the study which
involves talking with and interviewing staff members with backgrounds in
corporate communications and marketing. Empirical findings can also be
obtained through documentary analysis. According to the research
effective leaders serve as integrating forces by resolving conflicts between
individuals and corporate branding systems and integrating various
components of corporate identity frameworks. The study contains
drawbacks, including the possibility that the method employed for the
research may prevent it from being broadly applicable. On the other hand
the study provides useful recommendations for creating a strong brand
identity training brand evangelists and striking a balance between
continuity and innovation”

“The idea of value and talent philosophies are used in the paper
organisation of the literature on talent management. It examines the
assertions made by four philosophies regarding the importance of
individual talent and talent management frameworks. Value creation value
capture value leverage and value protection are the four value generating
activities that the article combines into a theory of value. The framework
understands value and informs talent management system design by
drawing on non HR literatures like as value creation the RBV viewpoint
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dynamic capabilities and global knowledge management. The report
outlines 14 research hypotheses that the discipline should validate and
offers strategies for addressing them”

“ This study examines how digital technology may improve the hiring
process with an emphasis on e-recruitment erecruitment includes finding
people on social media employing chatbots to make the hiring process
more enjoyable and using artificial intelligence to match candidates with
positions. These tools are especially helpful for ethical enterprises looking
to hire knowledgeable workers who share their beliefs and behaviours.
Grounded theory participant observation and qualitative data gathering
form the foundation of the technique. Several recruiting tools, such as
LinkedIn Udacity's MOOC L'Oréal's Reveal TextRecruit Ari chatbot and
Randstad tech's huge data analysis matching engine are analysed and
compared in a case study. The research looks at these technologies
capabilities and limitations as well as how they combine to uberize
recruiting. Managerial guidelines are developed to assist recruiters in
implementing electronic hiring ”

“Employers are now more concerned about retention as a result of the

global economic recovery and a rise in voluntary turnover. An increasing
number of organisations are prioritising career development and human
resources while promoting from within. Organisations with strong
employer brands performance management plans that optimise employee
potential and creative HRD initiatives especially those using technology-
delivered education and social learning tools stand to gain the most from
the current economic climate. Although not all inclusive these tactics are
vital for retaining employees and are critical to a business's success.”

“According to an analysis of 93 research conducted since 1984, there has

been a reduction in occupational health and safety in industrialised nations
as a result of increasing sickness exposure and manager and worker
understanding of OHS and regulatory duties. It will need further research
to fully comprehend the regulatory ramifications.”

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Methodology:

Primary Data
Primary data is collected from a population of 65 people using relevant
questionnaires for this research. The data is tested using the data analysis
method Regression Analysis.

Tools used:
· Google Form
· Google Analytic
· Google Sheets
· Microsoft Excel
· Microsoft Word

DATA ANALYSIS AND INTERPRETATION:

Interpretation:

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The above pie chart figures show the descriptive representation of the
responses to the questionnaire that were answered by a population of 65
people.

Analysis of Data:

From the above data we can fit a regression line that is Multiple
Regression Line (MRL). With the help of a regression line we can analyse
and predict the impact of employee testimonials on various factors.
The regression equation is Y = β0 + β1x1 + ϵ

Dependent variable – Decision to apply for a job

Independent variable – X1 Effectiveness of Employee Testimonials

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Summary Output

Regression Statistics
Multiple R 0.884500375
R Square 0.782340914
Adjusted R Square 0.778886007
Standard Error 0.699894662
Observations 65

Anova

Significance
df SS MS F F
Regression 1 110.923906 110.923906 226.443464 1.5559E-22
Residual 63 30.8607099 0.48985254
Total 64 141.784615

Standard
Coefficients Error t Stat P-value
- -
0.43107717 0.23255081 1.85369023 0.06846667
Intercept 7 6 9 7
effectiveness of 1.21976888 15.0480385 1.55589E-
employee testimonials 2 0.08105833 5 22

Interpretation:

We can from the above data interpret that effectiveness of employee

testimonials (1.555E-22) do not have a significant impact on the
decision to apply for a job as the p value is largely lesser than the
alpha value 0.05

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The R square value is 0.7823 which shows that 78.23% of
dependency is explained by independent factors and multiple R is
0.8845 that is 88.45%
If significance value is less than alpha 0.05 then we reject H0.

Regression equation is Y = 0.4310 + 1.2197*x1

Hence in this regression output significance F is lesser than alpha

value 0.05, that is (1.5559E-22 < 0.05)
We conclude that the model is not a good fit model.

Conclusion:

R square value 0.7823 that shows 78.23% of variance of the

dependent variable is explained by independent variables in the
model.
Adjusted R square value is 0.7788
P value for ANOVA is 1.5559E-22 < 0.05 which shows that the
regression model is significant.
The standard error of regression is 0.6998

H0 : There is significant impact of employee testimonials on decision

to apply for job
H1 : There is no significant impact of employee testimonials on
decision to apply for job

Since P < 0.05 we reject the null hypothesis and accept the alternate
hypothesis.
Therefore, there is no significant impact of employee testimonials on
decision to apply for job

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