Corporate Happiness in the Digital Age: Decoding Engagement on LinkedIn

Abstract

Happiness Management (HM) has become a crucial challenge in today's work environment, especially concerning talent retention and motivation, as well as strengthening engagement in professional networks. This study investigates how the communication of HM factors influences the Digital User Engagement (DUE) on LinkedIn. 1,000 posts from 10 major Latin American companies were analyzed through content analysis, coding the presence of six HM factors and evaluating DUE through its dimensions: recommendations, comments, and shared content. Additionally, a negative binomial regression model was implemented to determine the statistical effects of these factors. The study results reveal that human capital engagement and organizational climate have a significant positive impact on all analyzed DUE metrics. However, corporate social responsibility was observed to have a negative effect on recommendations and shared content. Internal entrepreneurship showed a positive effect on recommendations and comments, while technological innovation did not present significant effects. Interestingly, images proved to be more effective than videos in generating DUE on the platform. This study contributes to the field of corporate communication and HM by demonstrating the importance of humanizing brands on professional social networks, showing how employee-centered content generates greater resonance on LinkedIn. Furthermore, it reveals that effective communication about positive organizational climate can increase DUE, reflecting the preferences of millennial and Gen Z generations for healthy work cultures.