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Through the Glass Door: Bridging the Identity-Reputation Gap via Crowdsourced Employee Ratings

Tran, Canh Yen Nhi LU and Griffith, Mia Bernadette LU (2025) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20252
Department of Business Administration
Abstract
Purpose: This paper investigates the impact of crowdsourced employee content, specifically from
platforms like Glassdoor, on employer branding. It further suggests strategies for organisations to
utilise this data to close the gap between their internal identity and external reputation. Building
upon Urde & Greyser’s (2016) Corporate Brand Identity and Reputation Matrix (CBIRM), the
study seeks to examine how and to what extent Glassdoor can serve as a strategic brand
management tool to align internal identity with external reputation.
Methodology: The paper uses a mixed-method approach combining case studies and qualitative
analyses. Primary data were collected through a survey of 114 professionals across various markets
(Europe,... (More)
Purpose: This paper investigates the impact of crowdsourced employee content, specifically from
platforms like Glassdoor, on employer branding. It further suggests strategies for organisations to
utilise this data to close the gap between their internal identity and external reputation. Building
upon Urde & Greyser’s (2016) Corporate Brand Identity and Reputation Matrix (CBIRM), the
study seeks to examine how and to what extent Glassdoor can serve as a strategic brand
management tool to align internal identity with external reputation.
Methodology: The paper uses a mixed-method approach combining case studies and qualitative
analyses. Primary data were collected through a survey of 114 professionals across various markets
(Europe, North America, and Asia) to assess the perception of Glassdoor’s credibility and its
ability to influence. To complement these findings, two comparative case studies – Google and
Amazon – were analysed and supported by secondary data, the companies’ brand communications,
and Glassdoor reviews.
Findings: The study reveals that Glassdoor plays a highly influential role in shaping the employer
reputation and serves as a reflection of the company’s internal value. Therefore, it can be employed
as a strategic brand management tool for brand managers.
Limitations: The survey data is geographically focused in Europe, and the analysis is restricted to
the Glassdoor platform, representing one dimension of overall online corporate reputation. Future
research should also test this framework across various regions, industries and include additional
crowdsourced channels to broaden the applicability.
Implications: The study proposes new frameworks, such as the Identity–Reputation Alignment
(I.R.A.) Matrix and the Glassdoor Feedback Loop – help managers to diagnose and monitor the
alignment between internal identity and external reputation through crowdsourced employee
feedback.
Original/value: This paper reinforces Urde and Greyser’s CBIRM theory by integrating
crowdsourced employee data to quantify four reputation elements, illustrating how Glassdoor can
effectively bridge the gap between identity and reputation. It highlights Glassdoor's essential role
as a reliable, data-driven diagnosis tool for strategic brand management in the digital transparency
era. (Less)
Please use this url to cite or link to this publication:
author
Tran, Canh Yen Nhi LU and Griffith, Mia Bernadette LU
supervisor
organization
course
BUSN21 20252
year
type
H1 - Master's Degree (One Year)
subject
keywords
Corporate Brand Identity, Corporate Reputation, Crowdsourced Employer Branding, Glassdoor, CBIRM
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9214071
date added to LUP
2025-11-14 08:22:48
date last changed
2025-11-14 08:22:48
@misc{9214071,
  abstract     = {{Purpose: This paper investigates the impact of crowdsourced employee content, specifically from
platforms like Glassdoor, on employer branding. It further suggests strategies for organisations to
utilise this data to close the gap between their internal identity and external reputation. Building
upon Urde & Greyser’s (2016) Corporate Brand Identity and Reputation Matrix (CBIRM), the
study seeks to examine how and to what extent Glassdoor can serve as a strategic brand
management tool to align internal identity with external reputation.
Methodology: The paper uses a mixed-method approach combining case studies and qualitative
analyses. Primary data were collected through a survey of 114 professionals across various markets
(Europe, North America, and Asia) to assess the perception of Glassdoor’s credibility and its
ability to influence. To complement these findings, two comparative case studies – Google and
Amazon – were analysed and supported by secondary data, the companies’ brand communications,
and Glassdoor reviews.
Findings: The study reveals that Glassdoor plays a highly influential role in shaping the employer
reputation and serves as a reflection of the company’s internal value. Therefore, it can be employed
as a strategic brand management tool for brand managers.
Limitations: The survey data is geographically focused in Europe, and the analysis is restricted to
the Glassdoor platform, representing one dimension of overall online corporate reputation. Future
research should also test this framework across various regions, industries and include additional
crowdsourced channels to broaden the applicability.
Implications: The study proposes new frameworks, such as the Identity–Reputation Alignment
(I.R.A.) Matrix and the Glassdoor Feedback Loop – help managers to diagnose and monitor the
alignment between internal identity and external reputation through crowdsourced employee
feedback.
Original/value: This paper reinforces Urde and Greyser’s CBIRM theory by integrating
crowdsourced employee data to quantify four reputation elements, illustrating how Glassdoor can
effectively bridge the gap between identity and reputation. It highlights Glassdoor's essential role
as a reliable, data-driven diagnosis tool for strategic brand management in the digital transparency
era.}},
  author       = {{Tran, Canh Yen Nhi and Griffith, Mia Bernadette}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Through the Glass Door: Bridging the Identity-Reputation Gap via Crowdsourced Employee Ratings}},
  year         = {{2025}},
}