Topic: Word-of-Mouth on Social Media: An Investigation of Valence Effects on Prehire Outcomes

Speaker: Kang Yang Trevor Yu, Nanyang Technological University

Time: June 7, 2024 9:00 PM

Venue: Room 216

Abstract: Word-of-Mouth (WOM) has become a primary source of employer information. Thus, there is an urgent need to better understand how organizations can best capitalize on such information to build employer brands and attract potential talent. To contribute to current knowledge in this area, I investigate how WOM content in terms of valence and image type influences the evaluation of potential employers. Findings from two experimental studies are discussed in terms of their implications for managing employer image and branding.


Guest Bio: Kang Yang Trevor Yu is currently an associate professor in the Department of Leadership, Management, and Organizations at Nanyang Technological University (NTU), and the joint director of the Centre for Research and Development in Learning (CRADLE). He obtained his Ph.D. in Organizational Behavior from the University of North Carolina. His primary research areas include employer branding and talent management. His research findings have been published in internationally renowned academic journals such as the Journal of Applied Psychology, Human Resource Management, Personnel Psychology, Organizational Behavior and Human Decision Processes, and Human Resource Management Review. Additionally, he has contributed to editing "the Oxford Handbook of Recruitment." He currently serves as an editorial board member for journals including the Journal of Applied Psychology, Human Resource Management, Human Resource Management Review, and Group and Organization Management.