Employees represent a credible source of information for prospective job applicants of non-profit organizations. However, less is known about when and why staff actively promote their organizations. The authors develop a parsimonious model of determinants of positive staff-word-of-mouth (SWOM) and test this model on the data from a survey of employees of a major Scandinavian missionary organization (Normisjon). The findings show that identification with the organization, organizational climate, and task satisfaction are significant determinants of positive SWOM. The pattern of effects differs for employees with and without formal leadership responsibility. For employees with such responsibilities, organizational identification has a greater effect and organizational climate a weaker effect on SWOM than for employees with no leadership responsibility. Based on the current findings and the broader literature on employer branding and recruitment, the authors offer tentative guidelines for how to increase positive SWOM for nonprofits.

中文翻译：

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非营利组织的员工何时以及为何提升其组织：积极员工口碑的决定因素

员工是非营利组织潜在求职者的可靠信息来源。然而，关于员工何时以及为何积极推动其组织，人们知之甚少。作者开发了一个简洁的模型来确定正面员工口碑的决定因素(SWOM) 并根据对斯堪的纳维亚主要传教组织 (Normisjon) 员工的调查数据测试该模型。研究结果表明，对组织的认同、组织氛围和任务满意度是积极 SWOM 的重要决定因素。对于有和没有正式领导责任的员工，影响的模式是不同的。对于有这种责任的员工，组织认同对 SWOM 的影响更大，而组织氛围对 SWOM 的影响比没有领导责任的员工要弱。基于目前的调查结果和更广泛的关于雇主品牌和招聘的文献，作​​者提供了关于如何为非营利组织增加积极 SWOM 的暂定指南。