Phygital transformation and employer branding in banking: insights from a longitudinal narrative analysis of integrated reports

Abstract

Purpose This study aims to examine how phygital transformation is constructed and communicated in banks' integrated reports and how these narratives relate to employer branding. It specifically investigates the role of phygital transformation as a strategic signaling mechanism shaping organizational attractiveness. Design/methodology/approach Drawing on signaling theory and employer branding literature, the study adopts a longitudinal qualitative content analysis. The dataset consists of 76 integrated reports published by banks operating in Türkiye between 2017 and 2025. The analysis focuses on the construction, distribution and co-occurrence of phygital narratives with employer branding dimensions, namely social, development, interest, economic and application values. Findings The findings indicate a clear temporal shift in phygital disclosures from technology-oriented narratives toward more integrated and experience-driven representations, particularly after 2020. Phygital narratives are found to systematically co-occur with employer branding dimensions, with a strong emphasis on interest value (innovation), development value (learning and growth) and social value (collaboration), while economic value remains relatively limited. Research limitations/implications The study is limited to integrated reports of banks in a single national context. Future research may extend the analysis to different sectors and countries or employ mixed-method approaches to examine perceptual outcomes. Practical implications The findings suggest that banks can leverage phygital transformation narratives both to signal technological capability and to strengthen employer branding. Aligning digital transformation strategies with employee value propositions may enhance talent attraction and retention. Originality/value This study contributes to the literature by linking digital transformation and employer branding through a signaling perspective. It extends signaling theory to integrated reporting and highlights the role of corporate disclosures in shaping employer-related perceptions.