Work-life balance Twitter insights: A social media analysis before and after COVID-19 pandemic

This research examines the perceptions of Twitter users regarding the prevalent topics within Work-Life Balance communication before and after the COVID-19 pandemic. The pressing questions surrounding current labour market drivers are addressed, particularly regarding the ongoing Fourth Industrial Revolution and the COVID-19 pandemic's impact on communicated themes, particularly in the Human Resource Management field, where Work-Life Balance has emerged as a key concept. Social media platforms like Twitter are pivotal in fostering discussions on Work-Life Balance in society. Over the past decade, Twitter has evolved into a significant research platform researchers utilise in more than ten thousand research articles. The online discourse on Twitter raises awareness of the importance of balancing work and personal life. The COVID-19 pandemic has unveiled new facets of Work-Life Balance, with social media as a key platform for discussing these issues. This research uses Social Media Analysis based on the Hashtag Research framework. A total of 1,768,628 tweets from 499,574 users were examined, and frequency, topic, and sentiment analysis were conducted. Pre-pandemic, the most communicated Work-Life Balance topics were performance and time management, while recruitment and employee development were identified post-pandemic. Pre-pandemic, the highest proportion of negative sentiment was time management and mental health prevention, shifting to time, employee development, and mental health prevention post-pandemic. Despite the limitations of our research, a proposed redefinition of the concept is also presented, including a design for an integrated Work-Life Balance model based on topics communicated by Twitter users. Given the need for a more robust approach to redefining the concept and developing an integrative WorkLife Balance model, the article provides fresh insights for future research.