Виртуална и добавена реалност в управлението на работодателската марка
Virtual and Augmented Reality in Employer Brand Management

Author(s): Antoaneta Valkanova, Zornitsa Yordanova
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Human Resources in Economy, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: employer brand; virtual reality; augmented reality; attraction; retention
Summary/Abstract: Thе paper examines the integration of Virtual and Augmented Reality (VR/AR) into employer branding communication and how they enhance talent attraction and retention. We present a comprehensive theoretical backdrop, a mixed-methods design, empirical findings and discussion. Results indicate that VR/AR reduces applicant uncertainty, increases perceived authenticity and accelerates onboarding, thus improving employer attractiveness and retention. The contributions and limitations are highlighted, as well as guidelines for the practical implementation of virtual and augmented reality in employer brand management.

• Details
• Contents