Effects of crisis response tone and spokesperson's gender on employer attractiveness

Timely apologies to key publics on social media are becoming an important aspect of crisis recovery but little is known how the spokesperson’s characteristics and tone apology may influence outcome. Recognising importance need attract quality workforce, this study examines impact response a preventable organisational attractiveness. Specifically, 2 (message tone: corporate/formal vs. human/informal) x (spokesperson’s gender: male female) between-subjects factorial design was used test effectiveness apology. The results suggest significant moderated mediation effect. We find that account acceptance mediates relationship between message attractiveness, effect conditional gender spokesperson. relevant managers brand seek retain talents.