Employer Branding Research Articles

How is employee performance affected by employer branding in tourism businesses? Mediation analysis

How is employee performance affected by employer branding in tourism businesses? Mediation analysis

Non-metropolitan labour attractiveness: when place branding meets employer branding

Non-metropolitan labour attractiveness: when place branding meets employer branding

Unlocking the power of employee word-of-mouth to recruit young talent within university settings

PurposeOur study, based on signaling and social identity theories, explores how companies develop employer brand strategies through university partnerships and employee-centered practices. We also identify key factors that encourage employees to share positive word-of-mouth, enhancing the company’s appeal to potential and current talents.Design/methodology/approachUsing Partial Least Squares Structural Equation Modeling, we analyzed a sample of 687 employees from various industries in Greece.FindingsIn our research, we highlight the role of employees' affective commitment in generating positive word-of-mouth recommendations for their company, as a desirable employment destination through interactions within their alma mater universities. This commitment, tied to their understanding of the company’s employer brand and their perceptions of its pre-recruitment practices, fosters a positive employer image among potential candidates. Our study confirms that leveraging employees as brand ambassadors enhances a company’s appeal to younger generations.Practical implicationsCompanies should prioritize cultivating employees' affective commitment and facilitate interactions between employees and young candidates at their alma mater universities. It is crucial to ensure that employees understand the company’s employer brand both during their experience as candidates and as employees. By understanding the factors influencing employees' willingness to act as brand ambassadors, organizations can strengthen their employer image and attract younger candidates.Originality/valueOur findings enhance the understanding of employee word-of-mouth dynamics, offering insights to improve pre-recruitment HR practices aimed at attracting students and recent graduates. By emphasizing employees' perceptions and actions regarding their social interactions at alma mater universities and their employer brand awareness, we can add value to employee-centric pre-recruitment strategies. Designed and implemented by employers, these strategies aim to attract emerging talent through universities.

Gender aspects of digital ambassadorship: role of employees in employer branding strategies

Gender aspects of digital ambassadorship: role of employees in employer branding strategies

Analisis Implementasi Core Value Berakhlak terhadap Kinerja Pegawai Aparatur Sipil Negara di Kantor Pusat Badan Kepegawaian Negara

The launch of Core Value BerAKHLAK and ASN Employer Branding "Proud to Serve the Nation" aims to encourage civil servants across all government sectors to adopt these values as guidelines in their thinking and working. The implementation of the Core Value BerAKHLAK at the National Civil Service Agency is carried out through several stages, from socialization, internalization, to evaluation of effectiveness. aims to encourage civil servants across all government sectors to adopt these values as guidelines in their thinking and working. The implementation of the Core Value BerAKHLAK at the National Civil Service Agency is carried out through several stages, from socialization, internalization, to evaluation of effectiveness. A behavioral guide for civil servants is developed to ensure these values are applied in every aspect of their work. Impact analysis shows that the implementation of the Core Value BerAKHLAK has successfully improved the performance and professionalism of civil servants, evidenced by the awards received and the increase in performance and stakeholder satisfaction indexes.

Fostering Advantage: Third-Party Employer Branding on Turnover and Firm Performance in Public Firms

Fostering Advantage: Third-Party Employer Branding on Turnover and Firm Performance in Public Firms

Attracting IT Talent: A Kano Analysis of Employer Attributes

Recruiting information technology (IT) talent remains a pressing issue for employers. Organizations therefore work on enhancing and highlighting their attractiveness. Drawing on the theory of attractive quality, the Kano model, we empirically investigate attributes that specifically attract IT talents in a recruiting context. Based on 30 interviews and a survey of 301 IT professionals and IT students, we identify and evaluate 24 attractiveness attributes that are further classified according to the nature of their role in attracting IT talent. The attribute identification and evaluation involve several steps including categorization, significance, and verification testing. Our research introduces Kano analysis as a useful tool to elicit nontrivial preference portfolios relevant to the IT job market. The empirical results add to the IT workforce literature and offer a concrete classification of what attributes employers should or even need to provide to recruit these scarce talents. The analysis also discloses differences in the survey participants' work experience and gender. Organizations can use the method to develop more effective candidate communication and reveal weak spots in their employer branding efforts.

Impact of Employer Branding on Job Satisfaction: A Conceptual Framework

Purpose: Over the years, organisations have gained an immense realisation that employees are their biggest source of competitive advantage. Apart from attracting, recruiting, and selecting the best employees, organisations need to find ways to motivate and retain them as well. To do so, they need to cater to the needs of both current and prospective employees. The aim of the study is to provide a comprehensive review of the concept of employer branding and its relationship with job satisfaction. Research Method: The study reviewed empirical papers, review studies, and conference papers published in peer reviewed journals that are indexed in various databases related to employer branding and job satisfaction. Findings: The findings of the study reveal that employer branding involves all the strategies that an organisation undertakes in order to elevate its reputation in the eyes of its current employees by virtue of its unique employee value proposition and also create a positive image in the minds of their prospective employees by highlighting various monetary and non-monetary benefits for getting associated with the brand. Also, organisation in their quest to attract and retain talented workforce have realised the importance of employer branding. The study also reveals that when employers prioritize meeting employee expectations, such as offering career advancement prospects and equitable remuneration, while still satisfying their own commitments, it fosters a sense of fairness and trust that eventually results in job satisfaction. Implications: The study offers practical implications for organisations and human resource professionals. The organisations should reflect on the expectations of the workforce in order to foster a sense of belonging among the employees and increase job satisfaction. These expectations may be related to work-life balance, career development opportunities, an inclusive work culture, fair compensations, recognition and appreciation for their efforts. Originality: The study emphasises the crucial role of employer branding and its various dimensions on employee job satisfaction in organisations as well as in higher educational institutions. Further, different empirical studies can use the developed conceptual framework to examine the relationship between employer branding and job satisfaction.

The Roles of Proactive Personality and Career Satisfaction in the Impact of Employer Brand Attributes Congruence on Creativity.

Although the relationship between employer brand and employee creativity has become a popular theme, this nexus is indirect and ambiguous. Additionally, most studies ignore the consistency of instrumental and symbolic attributes when discussing the consequences of employer brand. This study explored the mechanism of employer brand attributes congruence on employee creativity through career satisfaction, and further revealed the moderating role of proactive personality. Based on the cue consistency theory and the social information processing theory, a polynomial regression model was created and a response surface analysis was conducted using 488 paired questionnaires. The results showed that employer brand attributes congruence impacted employee creativity via career satisfaction. A consistent employer brand strategy is more effective for the creativity of less proactive individuals, while a high-level proactive personality can compensate for the deficiencies of employer brand attributes incongruence. The results complemented employer brand research from the perspective of the instrumental-symbolic attribute configuration and provided supportive empirical evidence of employer brand practices aiming at improving employee creativity. This study has certain practical implications for HR practitioners.

Examining the Link between Employer Branding Practices and Employee Retention in Healthcare Sector: Role of Person-Organization Fit as a Mediator

This study endeavors to examine the employer branding-employee retention linkage with emphasis on the mediating effect of person-organization fit within the healthcare sector in Pakistan. It seeks to fill the existing theoretical gaps by employing social identity theory as a core underpinning framework to validate the research findings. A quantitative approach has been adopter in which the structured questionnaires were administered to 468 nurses in the hospitals of Islamabad and Rawalpindi. The results indicated that employer branding has a positive effect on employees retention while person-organization fit has a mediating role in the proposed relationship. it was found that with the presence of person-organization fit, the organizations with effective employer branding strategies have high likelihood of retaining their employees. To the best of the author’s knowledge, there is a scarcity of research examining the proposed relationship in the context of the Pakistani healthcare sector with person-organization fit as a mediator. The study will aid top healthcare practitioners as a way forward for enhancing the healthcare staff retention.

Sustainability in Healthcare: An Investigation into Dynamic Employee Recruitment, Engagement and Retention

The healthcare industry is one of the largest and most complex industries with relatively low employee retention rates and multiple groups of professionals with divergent interests and requirements. Talent management strategies including employee retention have become increasingly important to the healthcare industry with already established deficits among groups of professionals. This study aims to evaluate the current employee retention practices in healthcare, factors affecting employee retention within the healthcare sector and sustainable measures ensuring dynamism of employee retention. This study uses secondary data and the systematic literature review methodology to answer the research questions. A total of 17 studies were included in the study based on the inclusion and exclusion criteria of the study. Studies were collected and reviewed using the SALSA framework for systematic literature review and meta-analyses. This study included qualitative, quantitative, and mixed methods research as well as observational and experimental studies. This study found that similar to other industries, factors that affect employee retention within organisations included reward and recognition, compensation and benefits, training and development, job flexibility and opportunities for career development. The most significant finding of this study includes mentorship, social capital, comprehensive orientation, decentralised education, recruitment process and employer branding as measures for sustainable employee retention within healthcare organisations.

Empirical illustrations of student’s perception of a preferred employer brand

PurposeTo examine the employer brand attributes that attract students to various organisations. This paper studies the perceived importance levels of students in the context of employer brand dimensions.Design/methodology/approachThis paper is based on a well-administered and structured questionnaire with survey results to test the effectiveness of the employer brand model. The researcher received a convenience sample of 416 filled questionnaires out of the 550 distributed questionnaires. Independent sample and paired sample t-tests were run to test the hypotheses.FindingsDevelopment value emerged as the most potent factor, whereas interest value emerged as the least favoured characteristic of an employer brand. Further analyses revealed no significant differences regarding the perceived levels of importance for dimensions of employer brand in relation to gender. Distinct significance levels are associated with various dimensions of employer brand, so companies should carefully emphasise and facilitate those dimensions. The managers could design their job advertisements to attract skilled employees based on the essential values depicted in this study.Originality/valueThe study contributes valuable suggestions for organisations to formulate an effective employer brand for successful recruitment strategies.

Factors that affect ethical consumption and eWOM of Millennials and Z generations

PurposeThe present study aims to explore ethical consumption of Millennials and Generation Z and the effect of eWOM on their purchase intention.Design/methodology/approachA Structural Equation Model (SEM) was employed to test research hypotheses based on the Theory of Planned Behaviour (TPB), examining the effects of attitudes and subjective norms. Additionally, the study assessed the impact of product characteristics and consumer awareness of ethical characteristics on purchase intention and eWOM.FindingsResults reveal no significant differences between Millennials and Generation Z regarding purchase intention. However, Generation Z significantly drives the spread of eWOM. Notably, Generation Z's attitudes towards products from socially responsible and environmentally sustainable companies significantly influence eWOM creation, suggesting a potential new research direction.Research limitations/implicationsThis study is also subject to some limitations, which the researchers must point out and which may lead to further research. First, it should be emphasized that the study used a convenient sample, but the study is geographically limited in terms of its significance and the generations analyzed. For this reason, the generalization of the results should be done with caution. In addition, as the exogenous independent variables investigated in this study are limited to a number of different factors that influence the consumption of sustainable products, such as the company's reputation, the perceptual ability of the public to distinguish whether the actions of brands actually serve society or whether they are unrelated actions, as well as the personality and socio-cultural background of consumers can be included in future research. In addition, studies can be conducted to identify subgroups with different motivations among both Millennials and Generation Z and diagnose different market segments that could further confirm the findings.Practical implicationsBased on these findings, brands can develop their social network strategy by emphasizing the environmental and social attributes of their products, services, and benefits. It is also important to undertake initiatives linked to strong sustainability practices and information campaigns to form a positive attitude among consumers and strengthen their purchasing behavior. Particular attention should also be paid to the regular control of the effectiveness and impact of the messages to achieve the greatest public involvement.Social implicationsBrands must focus on developing successful strategies to strengthen employer branding through a positive work experience, the creation of jobs related to sustainability, the correct application of ESG criteria in all departments involved, the adaptation of training programs, and the corresponding promotion of all these practices that lead to positive eWOM to obtain a competitive advantage (Clementino and Perkins 2021).Originality/valueThis study contributes theoretically and practically to the understanding of ethical consumption. It provides valuable insights for brands to enhance their social network strategies by highlighting the environmental and social characteristics of their products. By emphasizing these practices, companies can effectively engage Millennials and Generation Z, leveraging their influence to promote ethical consumption and gain a competitive advantage in the market.

The Influence of Talent Management And Employer Branding on Employee Retention with Employee Engagement as a Mediating Variable at Prima Inti Medika Hospital North Aceh

The purpose of this study is to examine how talent management and employer branding impact employee retention, focusing on the role of employee engagement. The study involved 168 participants, who were all employees of Prima Inti Medika Hospital in North Aceh. Data was collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with AMOS, as well as the Sobel Test. The results indicate that neither talent management nor employer branding directly and significantly affects employee retention. However, both talent management and employer branding do significantly influence employee engagement. Additionally, employee engagement has a noteworthy impact on employee retention. These findings suggest that talent management and employer branding indirectly affect employee retention through their influence on employee engagement. To improve employee retention, it is recommended that the management of Prima Inti Medika Hospital, North Aceh, focuses on promoting positive relationships, mutual support, and motivation among colleagues to enhance performance and reduce turnover intentions.

Strategic management of internal employer branding – guerilla strategies to engage and retain top employees in a challenging workforce environment

IntroductionIn a globalized and constantly evolving employment environment, it is imperative that organizations cultivate effective employer branding strategies to maintain competitiveness and attractiveness. These would allow them to obtain unique advantages in the market but also support for the internal employer brand. Despite the critical role of employer branding in attracting and retaining top talent, there remains a gap in understanding its relationship to HRM practices and employee perceptions of those practices. The purpose of this research was to investigate the correlation between human resources management practices and employer branding measured through organizational attractiveness and seen from the employees’ perspective. Additionally, to find out if there is a significant difference between the private and public sector in terms of the perception of HRM practices influencing organizational attractiveness.MethodsA questionnaire was applied to 800 respondents, employed in various positions in private and public sector organizations in western Romania. Two scales were applied to evaluate human resources management practices and the employer’s attractiveness from the employees’ perspective.ResultsFindings indicate a direct and positive relation between HRM practices and organizational attractiveness, with particular emphasis on performance appraisal practice, training and development, and work-life balance practices. When it comes to private sector, the significant practices influencing organizational attractiveness are performance appraisal, safety, and work-life balance practices, whereas in the public sector we have training-development and performance appraisal practices.DiscussionThese results underline the role of human resource management in strengthening internal support for the employer brand and increasing overall employer attractiveness. The more appropriate human resource management practices are in the perception of employees, the more attractive the organization is perceived as an employer.

The Influence of Employer Branding on Intention to Apply at PT X in Tangerang Selatan: Study on @Rekrutmensks Instagram Account Followers

This research aims to analyze the influence of employer branding on intention to apply at PT X. This influence is measured through employee and prospective employee perceptions of the company's image as an attractive place to work. The research method used was a survey with a questionnaire as a data collection instrument. Respondents consisted of the audience of PT X is employer branding Instagram account called @kerjamensks. The research results show that employer branding has a positive effect on intention to apply, where positive perceptions of the company's image increase prospective employees' interest in applying for jobs. These findings have the implication that a company's efforts to build a positive image as a workplace can influence prospective employees' decisions to join the company. Therefore, companies are advised to continue to improve their employer branding strategies in order to attract and retain quality human resources.

Human resource flexibility and employee creativity: the roles of perceived HR strength, career satisfaction, and employer brand

Human resource flexibility and employee creativity: the roles of perceived HR strength, career satisfaction, and employer brand

Effect of Internal Branding Strategies on Employee Brand Commitment in the Service Sectors

Effect of Internal Branding Strategies on Employee Brand Commitment in the Service Sectors

IR 5.0: A CONCEPTUAL STUDY ON THE IMPLICATIONS FOR EMPLOYER BRANDING FOR GEN Z

This paper explores the intersection of Industry 5.0 (IR 5.0) and employer branding, with a specific focus on how organizations can leverage IR 5.0 principles to attract, engage, and retain Generation Z (Gen Z) talent. The study aims to provide insights into how the human-centric and sustainability-focused aspects of IR 5.0 reshape employer branding strategies, aligning them with the values and expectations of Gen Z. A conceptual framework was developed by reviewing existing literature on Industry 5.0, employer branding, and generational workforce preferences, particularly those of Gen Z. The paper employs a qualitative approach, synthesizing key themes from the literature to propose strategic employer branding adaptations. Insights were gathered from case studies, secondary data, and industry reports to illustrate real-world applications and potential outcomes. The study identifies several key areas where IR 5.0 enhances employer branding for Gen Z, including the emphasis on personalized work experiences, sustainability, ethical practices, innovation-driven cultures, and human-machine collaboration. It also highlights Gen Z's demand for flexible work arrangements, continuous learning, and purpose-driven roles. These alignments present opportunities for companies to differentiate themselves in a competitive job market. However, a successful alignment requires a comprehensive and authentic integration of IR 5.0 principles into the company’s branding strategy. The conceptual nature of this study limits empirical testing of the proposed framework. Further quantitative research and case studies are needed to validate the findings across different industries and regions. Additionally, rapid technological advancements may require continuous updates to the proposed model as IR 5.0 evolves. Organizations looking to enhance their employer brand and appeal to Gen Z should integrate IR 5.0 principles into their strategic approach. This includes fostering a culture of sustainability, promoting lifelong learning, and leveraging advanced technologies for human-centric innovation. Adopting these practices can strengthen employer branding and attract tech-savvy, value-driven Gen Z talent. This paper is among the first to conceptually link Industry 5.0 with employer branding for Gen Z, offering fresh insights into how the next industrial revolution impacts talent management strategies. It adds to the emerging discourse on how technological and human-focused innovations can reshape workforce dynamics and recruitment practices.

Impact of Governance and Strategy Performance on Employer Branding

By expanding and integrating the concepts of sustainability and business performance, sustainable enterprise excellence is explained and produced. The purpose of this study is to investigate the impact of Governance and strategy performance on Employer Branding. Electronic questionnaires were distributed to managers of manufacturing companies listed on the stock exchange in Pakistan. While numerous studies had been conducted on employer branding in relation to various factors, a research gap was identified where the relationship between sustainable enterprise excellence (SEE) attributes and employer branding was not much explored in previous studies. Therefore, this study explored the nexus between one of the six constructs of sustainable enterprise excellence and employer branding. Data were collected from employers and managers of textile companies listed on the stock exchange, utilizing self-administered questionnaires distributed among n=500 respondents across different firms within the textile industry. The convenient sampling technique was employed. Following a comprehensive analysis of the data, it was concluded that the study substantiated its hypothesis. The findings indicated that the attribute of sustainable enterprise excellence (Governance and Strategy) has a significant, albeit weak, positive relationship with employer branding.