Canine Co-Workers: Unraveling the Challenges, Benefits, and Branding Dimensions of Dogs in the Workplace

Abstract

Nowadays organizations struggle with staff shortages, so the concept of internal marketing or its modern variant, employer branding (EB), is taking on importance in organizations. The concept is based on the effort to attract, engage and retain employees by satisfying their needs. On the other hand, many people (i.e. potential employees) own a pet and their bond is usually very strong. Accordingly, a new practice has emerged among employers, which allows or even encourages employees to bring dogs into the workplace. In the current research, a multiple case study analysis was performed to determine if organizations nurture this practice only to attract employees (EB activity) or if a positive attitude to pets is part of their identity. Moreover, the conducted research pointed out the specificities of this practice, the benefits derived from it and the challenges of having dogs at the workplace.