ABSTRACT
[...]the emergence of the internet and social media have created a hyperconnected and transparent world and exponentially increased the number of touchpoints where employees, customers and other stakeholders can interact and contribute to a brand’s meaning (Vallaster and Von Wallpach, 2013). First and maybe most relevant, brand management has moved from a more inside-out perspective where closed groups within the company define a brand’s identity, to a more balanced and co-creative one (da Silveira et al., 2013;Vallaster and Von Wallpach, 2013). [...]with Generation Z entering the corporate world (Gabrielova and Buchko, 2021), expectations toward employer brands and corporate cultures have changed (Ozkan and Solmaz, 2015). [...]the Covid-19 crisis has transformed the traditional work environment (Carnevale and Hatak, 2020).