Employer rating platforms as a tool to motivate Germans to apply

Abstract

The use of employer rating platforms is increasing. Individuals use internet-based rating platforms to make decisions and to investigate information. This paper concentrates on the recruiting process and evaluates the usefulness of employer rating platforms for companies. Companies suffer from a lack of qualified candidates for their open positions and have to improve their employer branding. Marketing scientists have found that rating platforms are a powerful tool to influence consumers. The word-ofmouth (wom) framework provides an explanation to understand the mechanism and opportunities of rating platforms. This study has conducted a survey with 626 participants to research the effects of employer rating platforms on potential candidates. The data has been evaluated with the t-test, LSD ANOVA, the Spearman correlation and indicators of descriptive statistics (arithmetic mean, median, mode, standard deviation and range). The result is that employer rating platforms have an influence on potential candidates and the research observed differences between demographic groups.