33
34 Std.
Devia tion
,499 ,474 ,461 ,480 ,269
Appendix 2 - Means comparison for reasons to apply
ANOVA
Sum of
Squares df Mean Square F Sig.
How likely are you to... - Follow this company on Linkedin?
Between Groups
32,348 1 32,348 7,372 ,008
Within Groups 500,204 114 4,388
Total 532,552 115
How likely are you to... - Recommend this company to a friend or colleague?
Between Groups
35,336 1 35,336 8,822 ,004
Within Groups 456,621 114 4,005
Total 491,957 115
How likely are you to... - Participate in events from this company?
Between Groups
47,595 1 47,595 11,864 <,00 1 Within Groups 457,327 114 4,012
Total 504,922 115
Appendix 3 - ANOVA for "how likely" question
Tests of Between-Subjects Effects Dependent Variable: Condition Source
Type III Sum
of Squares df Mean Square F Sig.
Corrected Model
19,618a 3 6,539 98,411 <,001
Intercept 16,330 1 16,330 245,751 <,001
Impact of brand ambassadorship
19,618 3 6,539 98,411 <,001
Error 7,442 112 ,066
35
Total 73,000 116
Corrected Total 27,060 115
a. R Squared = ,725 (Adjusted R Squared = ,718)
Appendix 4 - Univariate Analysis of Variance for the impact of brand ambassadorship
Descriptive Statistics
Dependent Variable: Condition Does this internal brand ambassadorship
program has any impact on your decision to
apply for this company? Mean Std. Deviation N
0 ,17 ,382 52
Yes, it made the company more attractive
1,00 ,000 49
It didn't have any impact on my choice
1,00 ,000 13
It made me not want to apply
1,00 ,000 2
Total ,63 ,485 116
Appendix 5 - Descriptive Statistics for ambassadorship impact
ANOVA
Sum of
Squares df
Mean
Square F Sig.
When looking for a job, what company reviews do you rely on? - Selected Choice I rely on reviews from friends and family that
Between Groups
,087 1 ,087 ,350 ,555
Within Groups 28,361 114 ,249
Total 28,448 115
36 previously worked
there
When looking for a job, what company reviews do you rely on? - Selected Choice I rely on online reviews from platforms such as Glassdoor
Between Groups
,312 1 ,312 1,258 ,264
Within Groups 28,266 114 ,248
Total 28,578 115
When looking for a job, what company reviews do you rely on? - Selected Choice I rely on online reviews from employees
Between Groups
,464 1 ,464 2,080 ,152
Within Groups 25,424 114 ,223
Total 25,888 115
When looking for a job, what company reviews do you rely on? - Selected Choice Other
Between Groups
,005 1 ,005 ,587 ,445
Within Groups ,986 114 ,009
Total ,991 115
Appendix 6 - ANOVA for company review sources
Model Summary
R R-sq MSE F df1 df2 p
,2939 ,0864 1,2526 2,9313 3,0000 93,0000 ,0376 Model
coeff se t p LLCI ULCI
constant 3,3156 ,8680 3,8200 ,0002 1,5920 5,0392 Condition 2,6633 ,9870 2,6985 ,0083 ,7034 4,6233 Q35 ,0539 ,0228 2,3629 ,0202 ,0086 ,0992 Int_1 -,0607 ,0258 -2,3577 ,0205 -,1119 -,0096 Product terms key:
Int_1 : Condition x Q35
Test(s) of highest order unconditional interaction(s):
R2-chng F df1 df2 p
X*W ,0546 5,5588 1,0000 93,0000 ,0205 ---
Focal predict: Condition (X)
37 Mod var: Q35 (W)
Conditional effects of the focal predictor at values of the moderator(s):
Q35 Effect se t p LLCI ULCI
26,5977 1,0479 ,3637 2,8811 ,0049 ,3256 1,7702 37,3918 ,3923 ,2418 1,6223 ,1081 -,0879 ,8726 48,1858 -,2632 ,3732 -,7053 ,4824 -1,0044 ,4779 Data for visualizing the conditional effect of the focal predictor:
Paste text below into a SPSS syntax window and execute to produce plot.
DATA LIST FREE/
Condition Q35 Apply . BEGIN DATA.
,0000 26,5977 4,7499 1,0000 26,5977 5,7978 ,0000 37,3918 5,3319 1,0000 37,3918 5,7243 ,0000 48,1858 5,9140 1,0000 48,1858 5,6508
Appendix 7 - Moderation effect for age
OUTCOME VARIABLE:
Apply
Model Summary
R R-sq MSE F df1 df2 p
,6511 ,4239 ,7671 35,3257 2,0000 96,0000 ,0000 Model
coeff se t p LLCI ULCI
constant 2,4640 ,3842 6,4134 ,0000 1,7014 3,2267 Condition -,0151 ,1934 -,0782 ,9378 -,3990 ,3687 social actions ,1928 ,0237 8,1364 ,0000 ,1458 ,2399
****************** DIRECT AND INDIRECT EFFECTS OF X ON Y *****************
Direct effect of X on Y
Effect se t p LLCI ULCI
-,0151 ,1934 -,0782 ,9378 -,3990 ,3687
38 Indirect effect(s) of X on Y:
Effect BootSE BootLLCI BootULCI social_actions ,4091 ,1874 ,0685 ,8108
Appendix 8 - Mediation effect for social actions
Ambassadorship Survey
Q41 The purpose of this research project is to study a professional's company choice, integrating the work of a Master's thesis at NOVA IMS. Your participation in this research is voluntary and you may withdraw at any time. The following survey will take approximately 8 minutes to fill. Your responses will be confidential and anonymous and the results will only be used for this research purpose.
By clicking on "I agree" you indicate that: You have read the above information You agree to participate You are at least 18 years old
I agree to participate (1)
Q21 Consider this job advertisement:
"We are a multinational company recruiting internationally for Europe and United States, looking to fill different roles!
The benefits package include a competitive salary, career progression opportunities and a welcome pack to help you begin your work from home journey.
What can you count on? Besides the benefits, you can be part of #WorkBuddy, our internal ambassador program, where you can regularly share your work experience on online platforms and social media, and prove that our values are more than our cool merchandising!
This includes being part of the company team where we share ideas to promote our brand to potential employees, through your real and unique experience.
You will also have your own work buddy that will help you to integrate the company in the first month and help you with everyday questions (we take your doubts very seriously, even if its to
39 know where to get your employee coffee discount!). Later on you will be promoted to senior work buddy, being the one to welcome new colleagues."
1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)
How likely are you to apply in order to work in this
company?
(1)
o o o o o o o
Q22
Consider this job advertisement:
"We are a multinational company recruiting internationally for Europe and United States, looking to fill different roles!
These include areas of communication and marketing, HR, finance, IT, strategic development and innovation.
What can you count on? We could tell you that we are a big family, but that is overrated.
Though we do have a great work atmosphere both from home and in the company, where the human factor and union is very important to us. You can also count on benefits from being our employee!
The benefits package include a competitive salary, career progression opportunities and a welcome pack to help you begin your work from home journey."
1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)
How likely are you to apply in order to work in
this company?
(1)
o o o o o o o
40 Q23 Why would you apply for this job ad?
Career opportunity (7) Salary (8)
Benefits package (9) Work environment (10)
Internal ambassadorship program (11)
Other (12) ________________________________________________
Q36 How likely are you to...
Extremely unlikely
(1)
Moderately unlikely (2)
Slightly unlikely
(3)
Neither likely
nor unlikely
(4)
Slightly likely
(5)
Moderately likely (6)
Extremely likely (7)
Follow this company on
Linkedin?
(1)
o o o o o o o
Recommend this company to
a friend or colleague?
(2)
o o o o o o o
Participate in events from this company?
(3)
o o o o o o o
41 Q32 Did your job advertisement mention a brand ambassadorship program?
Yes (1) No (2)
Display This Question:
If Q32 = Yes
Q29 What do you think of the internal brand ambassadorship program, described in the ad?
Extremely relevant (1) Very relevant (2) Relevant (3) Not so Relevant (4) Irrelevant (5)
Display This Question:
If Q32 = Yes
Q30 Does this internal brand ambassadorship program has any impact on your decision to apply for this company?
Yes, it made the company more attractive (1) It didn't have any impact on my choice (2) It made me not want to apply (3)
Display This Question:
If Q32 = No
Q37 For the next question, the concept of internal brand ambassadorship will be presented.
"Internal brand ambassadorship is the way employees relate to the company's values and communicate them externally. They are strongly related to the company's brand and they can be considered as "corporate influencers", by communicating the brand promise to potential employees and such.
42 An example of internal brand ambassadorship can be a program where employees are
rewarded for the brand exposure, either by online platforms or recommendations".
I understood the concept of internal brand ambassadorship (1)
Display This Question:
If Q32 = No
Q38 Considering the job advertisment you read, would the internal brand ambassadorship program have an impact on your choice?
Yes, it would make me choose this company (1)
Yes, but as a benefit, since I would choose this company anyway (2)
No, I would choose the company, but not consider this to have an impact (3) No, and I would not choose this company (4)
Q27 Do you consider this company's brand to be attractive?
Definitely not (1) Probably not (2) Might or might not (3) Probably yes (4) Definitely yes (5)
Q28 What makes this company's brand attractive?
External communication (social media, platforms) (1) Awareness of the brand (advertising, media) (2) Work environment (3)
Career opportunities (4)
Internal ambassadorship program (5)
43 Q31 When looking for a job, what company reviews do you rely on?
I rely on reviews from friends and family that previously worked there (1) I rely on online reviews from platforms such as Glassdoor (2)
I rely on online reviews from employees (3)
Other (4) ________________________________________________
Q39
How interested would you be to apply to the following companies?
1 - not interested
(1)
2 (2) 3 (3) 4 (4) 5 (5) 6 (6)
7 - very interested
(7)
IKEA (1)
o o o o o o o
Google (2)
o o o o o o o
Microsoft
(3)
o o o o o o o
Amazon (4)
o o o o o o o
Apple (5)
o o o o o o o
IBM (6)
o o o o o o o
Accenture
(7)
o o o o o o o
Heineken
(8)
o o o o o o o
Uber (9)
o o o o o o o
44 Q40 Considering the companies you chosen as most interested to work in, what made you choose them?
I know and follow these brands on online platforms, knowing what they work on, awards they won and I follow some employees. (1)
I have seen these brands in media and online platforms, with awards they won and projects that interest me. (2)
These brands are very popular on social media and I follow their social media channels. (3) I have always been interested in these brands, and know what they do from the news. (4) I just want to work there, but have not seen anything about the companies. (5)
I was not interested in any company. (6)
Q17 What was the last job position you worked in?
________________________________________________________________
Q18 What was the last company you worked for?
________________________________________________________________
Q35 Please indicate your age
________________________________________________________________
Q14 Education
Basic education (1) Secondary education (2) Bachelor's Degree (3) Master's degree (4) Doctorate Degree (5)
Q10 Are you currently looking for a job?
Yes (1) No (2)
45 Q13 How many years of work experience do you have?
1 to 3 years (1) 3 to 5 years (2) 5 to 8 years (3) + 8 years (4)
Q16 What area do you currently work in?
Industry (1) IT (2)
Customer Support Services (3) Retail (4)
Warehouse and Logistics (5) Sales and Commercial (6) Engineering (7)
Administrative (8)
Marketing and Communication (9) Accounting (10)
Finance and Economics (11) Banking (12)
Construction (13)
Hospitality (restaurant, hotels) (14) Human Resources (15)
Tourism (16) Health (17) Insurance (18)
Telecommunications (19) Legal (20)
Pharmaceutical (21) Design (22)
Art, Entertainment and Media (23) Education (24)
Architecture (25)
Appendix 9 - Qualtrics Survey for the first study
46
Do you consider this post to be: - Reliable
Do you consider this post to
be: - Trustworthy
Do you consider this
post to be: - Friendly
Do you consider this post to
be: - A good source of a
company review
EGC post
Mean 5,57 5,59 5,79 5,3
N 61 61 61 61
Std.
Deviation 1,117 1,101 1,142 1,442
Company post
Mean 5,05 5,3 5,5 5,01
N 88 88 88 88
Std.
Deviation 1,582 1,716 1,546 1,921
Appendix 10 - Means comparison for EGC and Company content feelings
ANOVA
Sum of
Squares df Mean Square F Sig.
When searching for information on a potential organization, what sources do you consider most reliable?
- Content shared by employees
Between Groups
,975 1 ,975 ,573 ,450
Within Groups 249,978 147 1,701
Total 250,953 148
When searching for information on a potential organization, what sources do you consider most reliable?
- Content shared by the company
Between Groups
1,437 1 1,437 ,500 ,481
Within Groups 422,724 147 2,876
Total 424,161 148
When searching for information on a potential organization, what sources do you consider most reliable?
- Reviews in websites such as glassdoor
Between Groups
,246 1 ,246 ,136 ,713
Within Groups 266,519 147 1,813
Total 266,765 148
When searching for information on a
Between Groups
,002 1 ,002 ,002 ,967
47 potential organization,
what sources do you consider most reliable?
- Reviews by employees and ex-employees
Within Groups 191,958 147 1,306
Total 191,960 148
When searching for information on a potential organization, what sources do you consider most reliable?
- Reviews from other sources (magazines or websites from the company sector)
Between Groups
,016 1 ,016 ,008 ,927
Within Groups 281,302 146 1,927
Total 281,318 147
Appendix 11 - one-way ANOVA for sources of review
Appendix 12 - Company post used in survey
48
Appendix 13 - EGC post used in survey
EGC Survey
Q12 The purpose of this research project is to study a professional's company choice, integrating the work of a Master's thesis at NOVA IMS. Your participation in this research is voluntary and you may withdraw at any time. The following survey will take approximately 8 minutes to fill. Your responses will be confidential and anonymous and the results will only be used for this research purpose. By clicking on "I agree" you indicate that: You have read the above information You agree to participate You are at least 18 years old
I agree to participate (1) i don't agree (2)
49 Q3 Imagine the following situation: You are currently looking for a job in your field, and come across this post from a person you know, sharing their work experience:
Q4 Imagine the following situation: You are currently looking for a job in your field, and come across this post from a company in your work area, sharing their teams:
Q5 What would be the probability of you applying for the mentioned company on the post?
1 - Very Unlikely (1) 2 (2)
3 (3) 4 (4) 5 (5) 6 (6)
7 - Very Likely (7)
50 Q7 Does this post makes you:
1 - absol utely not
(1)
2 ( 2 )
3 ( 3 )
4 ( 4 )
5 ( 5 )
6 ( 6 )
7 - abs olut ely yes (7) Feel
that the organ izatio n is trust wort hy (1)
o o o o o o o
Want to apply
for a job in
this organ izatio n (2)
o o o o o o o
Feel that work envir onme nt is welco ming (3)
o o o o o o o
See yours
elf belon
ging in this comp any
(4)
o o o o o o o
51 Q18 Do you consider this post to be:
1 - Defi nite ly not
(1)
2 ( 2 )
3 ( 3 )
4 ( 4 )
5 ( 5 )
6 ( 6 )
7 - Defi nite ly yes
(7) Relia
ble
(1)
o o o o o o o
Trust worth
y (2)
o o o o o o o
Frien dly
(3)
o o o o o o o
A good sourc e of a comp
any revie w (4)
o o o o o o o
Q9 When searching for information on a potential organization, what sources do you consider most reliable?
52 1 -
Not reliab le at all (1)
2 ( 2 )
3 ( 3 )
4 ( 4 )
5 ( 5 )
6 ( 6 )
7 - Ver y mu
ch reli able
(7) Conten
t shared
by emplo
yees (1)
o o o o o o o
Conten t shared by the compa ny (2)
o o o o o o o
Review s in websit
es such as
glassd oor (3)
o o o o o o o
Review s by emplo
yees and
ex-emplo
yees (4)
o o o o o o o
53 Review
s from other source
s (magaz ines or websit
es from
the compa
ny sector)
(5)
o o o o o o o
Q10 What would be the probability of you...
1 - Ver y unl ikel y (1)
2 ( 2 )
3 ( 3 )
4 ( 4 )
5 ( 5 )
6 ( 6 )
7 - V e r y li k e l y ( 7 ) postin
g about
your work experi ence, taggin g your
own comp any?
(1)
o o o o o o o
54 Q19 Please indicate your gender:
Male (1) Female (2)
Non-binary / third gender (3) Prefer not to say (4)
Q12 Please indicate your age:
________________________________________________________________
Q13 Education:
Basic Education (1) Secondary education (2) Bachelor's Degree (3) Master's Degree (4) Doctorate Degree (5)
Q14 Are you currently looking for a job?
Yes (1) No (2)
Q15 How many years of work experience do you have?
1 to 3 years (1) 3 to 5 years (2) 5 to 8 years (3) + 8 years (4)