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Employer branding communication about employee well-being in the fashion industry

Loyens, Laura
(2022)

Files

Loyens_04161500_2022.pdf
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Details

Supervisors
De Cock, Sylvie
Faculty
Faculté de philosophie, arts et lettres
Degree label
Master [120] en communication multilingue, à finalité spécialisée: langues des affaires
Abstract
This thesis aims to investigate the extent to which luxury and fast-fashion brands communicate on employee well-being through the employer branding by analyzing (1) the ways social media and websites are used and (2) prospective employees' perceptions on the topic. Based on a qualitative method, the analyze of Instagram, Facebook and LinkedIn accounts was made for three weeks. An online survey was designed and distributed to collect prospective employees' perspectives. While the first part aimed to explore business practices related to well-being adopted by luxury and fast-fashion brands on the internet, the second part focused on gaining insights into prospective employees' perceptions. First, the analysis indicated that luxury brand, such as Burberry, communicates more on employee well-being than Zara. Secondly, fast-fashion, such as Zara, is perceived as communicating less transparently on employee well-being. Finally, Burberry is perceived as having a proactive communication on employee well-being while Zara is perceived as having a reactive communication on that topic. Further research is needed to compare the opinions of current employees of both companies with those of prospective employees.