Crafting a paying-it-forward mindset in business: Five principles for a competitive employer branding advantage

Kindness can strengthen your employer brand. The business environment is changing, and the value of kindness in corporate world garnering increased attention. Paying it forward a way to pass acts on others. This allows employees partners go above beyond formal expectations that not only benefit individuals involved but also businesses they represent. potentially create competitive advantage for firms from an branding perspective (to attract retain talent) broader market sense. behavior brand numerous effective ways, managers must understand, engage in, encourage such conduct. In this article, we discuss different examples, benefits, risks paying micro-, meso-, macro-level. After providing foundation, introduce practical guidelines how foster paying-it-forward mindset among organization. were created using insights interviews conducted with stakeholders ecosystem northern Sweden.