Communication as a Key Performance Indicator in Employer Branding in the Context of the Social Economy—A Quantitative Study

Abstract

Performance measurement refers to the systematic evaluation and analysis of the performance and results of business processes, initiatives, or strategies. This study discusses the crucial role of communication using signaling theory in employer branding in the context of the social economy organization (SEO). The aim is to measure employee satisfaction in concrete terms and to determine the status quo of the communication culture of the organization under investigation in order to develop an employer branding strategy based on the results. The authors use an employee survey as a quantitative research method and limit the data collection to the EU member state of Germany considering the research background. The results provide insights into the specific communication policy in relation to employer branding. The focus here is on (digital) communication. Organizations need to understand how communication strategies directly influence the perception of the employer brand in the social economy. Furthermore, practical implications are derived in order to increase employer attractiveness. Concrete recommendations of action for SEOs should help them be successful in the competition for qualified specialists and talent.