The perception of authenticity in brands’ digital employer branding posts: A comparative discourse analysis of authenticity indicators

This study aims to examine how brands build a perception of authenticity in their digital employer branding communications. Due to the impact of digitalization, employer brand communication has largely shifted to online platforms; this situation has made it even more critical for brands to be perceived as trustworthy, sincere, and transparent by both potential and current employees. In this context, the significance of this research lies in its contribution to the literature by revealing the relationship between digital employer branding and authenticity at the discursive level. The study employed discourse analysis as a qualitative method; a total of 74 posts shared by Türkiye İş Bankası and Trendyol on LinkedIn and Instagram were analyzed within the framework of the core dimensions of brand authenticity. The findings indicate that the perception of authenticity is not one-dimensional but is constructed through multiple indicators such as consistency, innovation, reliability, and naturalness. Furthermore, while the banking sector tends to feature a more institutional and consistent discourse, the technology sector stands out for its more sincere, experience-focused, and dynamic communication style. In conclusion, the study demonstrates that authenticity has become a strategic element in digital employer brand communication and plays a decisive role in helping brands gain a competitive advantage.