Employer Branding Research Articles

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.

Exploring the Influence of Organizational Sustainability on Employee Performance: The Mediating Role of HRM Sustainability

The study explores the link between Human Resource Management (HRM) sustainability and employee performance within Higher Education Institutions (HEIs) in Pakistan. It investigates the mediation effect of HRM sustainability on various organizational factors including human resources, social factors, psychological factors, and employer branding. Additionally, it examines the moderating role of organizational culture on the relationship between these organizational factors and HRM sustainability. Drawing on theoretical frameworks such as social cognitive theory and prior literature on sustainability and HRM, this study posits and empirically tests thirteen hypotheses. The study was conducted using quantitative methodology and the data was collected from 458 faculty members across diverse regions of Pakistan using structured questionnaires, and analysis was conducted using IBM SPSS and measurement model and structural model were analyzed using AMOS software. The findings reveal significant positive relationships between human resource management and HRM sustainability, social factors and HRM sustainability, psychological factors and HRM sustainability, employer branding and HRM sustainability, and HRM sustainability and employee performance. Moreover, organizational culture was found to moderate these relationships. This study contributes to the existing literature by shedding light on the importance of HRM sustainability in promoting employee performance in the higher education sector. It provides valuable insights for HEIs in Pakistan to enhance their sustainable practices and organizational culture, ultimately fostering social responsibility and productivity. Despite some limitations, this research underscores the critical role of HRM sustainability in organizational effectiveness and sustainability, particularly in developing countries like Pakistan.

How Does Corporate Image Attract Job Seekers – An Empirical Study of Moderated Mediation of Employer Image in Macao Food & Beverage Industry

While organization image and employer image are two constructs highlighted in the employer attractiveness studies, what relationship between two images is yet unknown. This paper aims to investigate the relationship between two constructs, and further the employer image research from Younis and Hammad in 2019. The empirical study utilized self-administered questionnaires to collect primary data of employees in Macao Food and Beverage industry. From November 2022 to April 2023, 303 valid samples were recruited and organized. Using SPSS and Amos statistical software, the study found that both corporate image and employer image are predictors of organization attraction, and employer image plays as a partial mediator of employer attraction model. Simultaneously, organization attraction predicted job seekers' application intentions and person-organization fit has been significantly affecting the process of mediating and moderating process of hypothetical conceptual model. Findings suggested that an attractive employer brand could help improve the efficiency and effectiveness of recruitment. This study provided marginal contribution to the employer brand research and offers practical implications for the Macao Food and Beverage Industry. Theoretically, the study found effects of image transmitting in predicting organization attraction between corporate image and employer image and person-organization fit role during the transmission. In the practice, managers should consider different images when building organization attractiveness and highlight communication between organization image messages (corporate image and employer image) and recipients (job seekers), and to maximize effects of recruitment. More studies should be conducted to understand how different images are transferred.

Employer Image and Employer Brand: Interaction of Both Terms

Employer Image and Employer Brand: Interaction of Both Terms

Employer Brand Attractiveness and Organizational Commitment: The Moderating Role of Organizational Support

The primary purpose of this article is to determine the relationship between employer brand attractiveness, which is considered to be critical in achieving sustainable human resource management and organizational commitment, and to reveal the moderating role of perceived organizational support in this relationship. The research was conducted on the employees of 5-star hotels in Manavgat, one of the most popular tourist destinations in Turkey. Data were collected between June and October 2023. The hypothetical model was developed based on the results obtained and was tested using the AMOS program (IBM SPSS AMOS 22). Accordingly, the Process macro (model 1) was found to be the most appropriate model for determining moderating effects. The results of this study revealed a positive relationship between the economic, social, development, and application dimensions of employer brand attractiveness and organizational commitment. On the other hand, it was concluded that interest value did not have a statistically significant effect on organizational commitment. Moreover, it was also determined in the results of this study that perceived organizational support has a moderating role in the relationship between employer brand attractiveness dimensions and organizational commitment. It is believed that the research findings concerning the relationships between the variables and the moderating effect of perceived organizational support will contribute to filling a gap in the relevant literature. In light of the findings, a number of theoretical and practical implications have been presented for tourism and hospitality organizations and academicians on sustainable human resource management.

Twenty Years of Existence of Damar Kurung Gresik: Analysis Of Tajfel&Turner's Identity Theory

Damar Kurung is a Gresik Visual cultural heritage popularised by Masmundari since it was raised by cultural experts and exhibited in national galleries. In 2017, Damar Kurung was officially recognised by the government as an intangible visual culture. This will allow the research to study Damar Kurung further, which is now used as one of Gersik's cultural identities. The research method used is a case study that focuses on journal outputs and social media track records as the primary data and an interview method to confirm the analysis results; the research object is a journal with the theme of Damar Kurung from 2004-2024. The theory used in dissecting the data is the Tajfel and Turner identity theory, studied from the employer branding perspective. This research will find cultural value for psychological, functional, and economic benefits. In addition, it also explains how commodities help to raise their self-esteem. The usefulness of the commodity to the environment. Community acceptance in the damar kurung and the last. Moreover, the evaluation of the group tries to determine and use it as a reference material for other groups, specifically through social comparisons in the form of attribute values or characteristics. This research will improve understanding of how cultural heritage can be preserved and promoted as an important part of regional identity.

To “talk the walk” or to “walk the talk”? Employer branding and HRM synergies in small and medium-sized hotels

PurposeSome firms excel at positively presenting their employer brand (talk), while others excel at effectively implementing human resource management (HRM) practices for the benefit of the employees (walk). Which approach is more effective? Focusing specifically on small and medium-sized hotels (SMHs), this study explores the relation of employer branding (EB) and HRM practices with organizational performance (OP).Design/methodology/approachStratified sampling was used to identify 34 top management figures (owners, CEOs, and top HR managers) from SMHs across Greece. These individuals agreed to participate in in-depth, semi-structured, one-on-one interviews, focusing on their hotels’ HRM, EB, and organizational performance. The interviews were subjected to content analysis, further coupled with graphical exploration of the relations between the concepts under study.FindingsThe findings reveal a noteworthy pattern: high-performing SMHs tend to prioritize EB, particularly leveraging social media channels. This prioritization is further reinforced by the implementation of HRM practices, including extensive training and rewards. Clustering SMHs into four different levels based on their application of EB and HRM practices and the effect of these practices on OP, enables us to extend this study and gain valuable insights into the interplay of these factors.Practical implicationsThis study highlights the need for practitioners to invest in HRM practices, especially in training and rewards, while giving due attention to EB, despite the potential resource limitations SMHs often face. Importantly, when basic levels of HRM are combined with high levels of EB, OP seems to be maximized.Originality/valueBoth HRM and EB deal with the employer – employee interaction, that’s why EB in most companies is the responsibility of the HRM department. Surprisingly, academic research has treated them as distinct fields, in isolation, ignoring their combined effects. This paper is the first to conceptualize EB as communication (“talk”) and HRM as practice (“walk”) and to thus propose that a complementarity relationship between these two dynamics may facilitate OP. Additionally, this study is the first to combine content analysis with a quantitative exploration to gain more holistic and valuable insights on the topic.

What drives employers’ favorability ratings on employer review platforms? The role of symbolic, personal, and emotional content

AbstractEmployer review platforms have changed the recruitment landscape by allowing current and former employees to post messages about an employer outside of direct company control. Therefore, they have emerged as an important form of third‐party employer branding. However, we know little about how such open‐ended comments relate to the key variable in employer reviews: employers’ favorability rating. Therefore, we start by situating this variable among other constructs in the employer branding space. Next, we build theory on how content in the open‐ended comments of an employer review relates to the positivity or negativity of the reviews’ favorability rating. We test our hypotheses via a text‐mining analysis of approximately half a million employer reviews. The results reveal an intriguing discrepancy. Although instrumental, impersonal, and cognitive content is more prevalent in employer reviews, symbolic, personal, and emotional content dominates employer reviews’ favorability rating. In terms of practical implications, this result shows that merely inspecting the frequency of attributes mentioned in employer review text comments as a basis for changing company policies of employer branding efforts might be misguided. We discuss implications for theory and future research, and provide our dictionary for further scholarly and practical use.

The Influence Of Employer Branding and Social Media on Generation Z’s Job Application Intentions with the Mediating role of Company Reputation

With the development of the era and the acceleration of globalization from various aspects, companies need to have a workforce that is able to manage and is ready to face changes that can affect the company. Generation Z is the focus of the study because they have different views on finding a job, namely prioritizing stability in work and benefits and high starting salaries (survey by the Handshake career site, 2022). The population in this study was 259 respondents with 157 samples taken using the Slovin formula. The data sources utilized include both primary and secondary data. Data collection was conducted through a questionnaire using Google Forms. Data analysis was performed using PLS SEM with the SmartPLS 4 software. The study results indicated that employer branding and social media have a positive and significant impact on company reputation. Employer branding positively and significantly influences job application intentions. Social media has a negative and insignificant effect on job application intentions. The favorable and notable influence of a company's reputation extends to job application intentions. Employer branding and social media positively and significantly affect job application intentions, with company reputation acting as a mediator.

COVID-19 and human resource management: status, trends and research directions

PurposeThis study aims to conduct an extensive bibliometric analysis of research across COVID-19 and human resource management (HRM). It captures an exhaustive conceptual understanding of theoretical foundations, research trends, developments and research directions in the HRM domain.Design/methodology/approachA set of 505 HRM and COVID-19-specific articles collected from the Scopus database were systematically analyzed using a two-tier method. In the first tier of analysis, the evolution and current state of research are identified using citation analysis. In the second tier, network analysis and content analysis of research clusters and thematic mapping are done to identify the prominent research themes and research gaps and suggest future research directions.FindingsThe study highlights the emergence of six research clusters: SHRM and competitive advantage, employer branding and employee engagement, crisis management and resilience, challenges, career shock and job demand resources and burnout. The thematic mapping categorizes the themes into four categories: motor, basic, emerging or declining, and niche research themes published on COVID-19 and HRM. To understand the socio-cultural dynamics and cross-cultural issues during human resource management, the findings emphasized the need for the increased contribution of researchers and practitioners, especially from the developing and emerging nation’s context. Increased co-authorship among influential authors and institutions will also help formulate strategies and policies to effectively deal with similar pandemics.Originality/valueUnlike the previous literature review, the present findings provide meaningful insights for formulating people management techniques, policies, and practices in response to COVID-19 or similar pandemics.

Implementation of core values in the context of performance: a Makassar City Government study

The implementation of core moral values, particularly AKHLAK, among government employees plays a crucial role in enhancing public service qualityand reinforcing employer branding. This study examines the efficacy ofAKHLAK implementation among Makassar City’s Administrative Civil Ser-vants (ASN) as fundamental principles in delivering effective and focusedpublic services. Utilizing focus group discussions, documentation analysis,and Grindel’s framework of policy implementation, this research explores theimpact of Menpan RB Circular Letter No. 20 of 2021 on AKHLAK implementation. Key findings indicate that the promotion of AKHLAK has significantlyimproved employee discipline and public service standards in Makassar City.Supported by institutional backing and adequate infrastructure, the city government demonstrates a robust commitment to fostering AKHLAK valuesamong its employees. The study concludes that Makassar City has achievedconsiderable success in implementing and sustaining AKHLAK principles,contributing to notable advancements in governmental service delivery andoverall civic compliance. Overall, this research confirms Makassar City’sachievements in integrating and maintaining AKHLAK values, thereby con-tributing to a more effective and responsive governance framework

Proud of my organization: conceptualizing the relationships between high-performance HR practices, leadership support, organizational pride, identification and innovative work behaviour

Purpose This study aims to investigate the effect of high-performance HR practices (HPHRP) on the innovative work behaviour (IWB) of employees. Drawing on social exchange theory, when employees perceive their exchange relationship in terms of HPHRP and leadership support as fair, we hypothesize that employees will demonstrate greater IWB. However, drawing on social identity theory, we hypothesize that when the attitude of employees towards their employer with best employer practices is favourable, the impact of HPHRP mediated by organizational pride and organizational identification, has a greater impact on employee IWB. Design/methodology/approach Survey research was used to empirically validate the study involving employees (n = 370) who belong to the best employer brands in India. The data was analysed using Process Macro Models 7 for moderated mediation and Model 6 for serial mediation using bootstrapping procedures. Findings The results suggest that perceived leadership support moderated the indirect effect of HPHRP on IWB through organizational pride. Again, organizational pride and identification partially and serially mediated the impact of HPHRP on IWB. Research limitations/implications Organizations must invest in HPHRP, with supportive leadership practices that can foster an emotional attitude of pride and a cognitive attitude of organizational identification to be an employer of choice resulting in employees’ IWB. Originality/value The study investigating the mediating impact of the emotional and cognitive attitudes of pride and organizational identification has not been previously explored, in the relationship between HPHRP and IWB, from a social identity perspective.