The Employer Branding Creation and HR Marketing in Selected Healthcare Service Providers

Jiří Bejtkovský 1  and Narcis Copca 2
  • 1 Tomas Bata University in Zlín, Faculty of Management and Economics, Department of Management and Marketing, Zlín
  • 2 Bucharest University of Economic Studies, , Bucharest, Romania

Abstract

The paper focuses on the employer branding creation and HR marketing in selected healthcare service providers. The employer branding creation and HR marketing have become an interesting and creative area both in the field of HR management and marketing. The process of the employer branding creation and the conception of HR marketing coming from within the organizations and corporations could an interesting and effective tool that management not only in healthcare service providers could use to create a relationship with their current and also the potential employees. The aim of the article was to find out, among other things, which factors influence the choice of the employer (concerning the selected healthcare service provider). This study was researched on the gender and biological age of the respondents. For research purposes, a structured questionnaire was used. This questionnaire was distributed among selected healthcare service providers in the Czech Republic. The proposed research hypotheses have been verified through research. The statistical method of the Pearson’s Chi-square test was chosen to verify the research hypotheses. This research study has brought the compelling findings. Firstly, that there is a statistically significant relationship between the factors influencing the choice of the employer (the selected healthcare service provider) and the age of the respondents, and secondly that there is a statistically significant relationship between the factors influencing the choice of the employer and the gender of the respondents in selected healthcare service providers in the Czech Republic.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • Aggerholm, H. K., Andersen, S. E., & Thomsen, C. (2011). Conceptualising employer branding in sustainable organisations, Corporate Communications. An International Journal, 16(02), 105-123.

  • Alnıaçık, E., Alnıaçık, Ü., Erat, S., & Akçin, K. (2014). Attracting Talented Employees to the Company: Do We Need Different Employer Branding Strategies in Different Cultures? In 10th International Strategic Management Conference, Procedia – Social and Behavioral Sciences, 150(01), 336-344.

  • Archana, L., Nivya, V. G., & Thankam, S. M. (2014). Recruitment through social media area: Human Resource. Journal of Business and Management, 01(01), 37-41.

  • Arriscado P., Quesado H., & Sousa B. (2019). Employer Branding in the Digital Era Attracting and Retaining Millennials Using Digital Media. In Túñez-López M., Martínez-Fernández VA., López-García X., Rúas-Araújo X., Campos-Freire F. (eds) Communication: Innovation & Quality. Studies in Systems, Decision and Control, vol. 154. Springer, Cham, pp. 391-403.

  • Athanasou, J. (2003). Factors Influencing Job Choice. International Journal for Educational and Vocational Guidance, 03(03), 205-221.

  • Backhaus, K., & Tikoo, S. (2004). Conceptualizing and Researching Employer Branding. Career Development International, 09(05), 501-517.

  • Barrow, S., & Mosley, R. (2011). The employer brand: Bringing the best of brand management to people at work. Hoboken, NJ: John Wiley & Sons.

  • Björnberg, A. (2017). Health Consumer Powerhouse. Euro Health Consumer Index 2016. Report. 1st edition. Health Consumer Powerhouse. ISBN 978-91-980687-5-7.

  • Bondarouk, T., & Ruël, H. J. M. (2009). Electronic Human Resource Management: challenges in the digital era. The International Journal of Human Resource Management, 20(03), 505-514. DOI: 10.1080/09585190802707235.

  • Dabirian, A., Kietzmann, J., & Diba, H. (2017). A great place to work!? Understanding crowdsourced employer branding. Business Horizons, 60(02), 197-205.

  • Dima, A.M. and Ghinea, V.M. (2016) A Model of Academic Leadership. Proceedings of the 12th European Conference on Management, Leadership and Governance, ECMLG 2016, Edited by Florina Pȋnzaru and Constantin Brătianu, published by Academic Conferences and Publishing International Limited, Reading, UK, pp.61-70.

  • Dima, A.M., Hadad, S., Luchian, I. (2017). Review on the dimensions of business-university alliances. Proceedings of the 11th International Conference on Business Excellence, pp. 64-73. DOI: 10.1515/picbe-2017-0007.

  • Dima, A. M., & Vasilache, S. (2009). ANN Model for Corporate Credit Risk Assessment. In 2009 International Conference on Information and Financial Engineering, Singapore, pp. 94-98. DOI: 10.1109/ICIFE.2009.33.

  • Dincă, V. M., Dima, A. M., & Rózsa, Z. (2019). Determinants of cloud computing adoption by Romanian SMEs in the digital economy. Journal of Business Economics and Management, 20(04), 798-820. DOI: doi.org/10.3846/jbem.2019.9856.

  • Dooley, R., Levine, D., & Russell, A. (2007). Branding, Trends, Communicable Diseases. HR Magazine, 52(12), 31-32.

  • Dutta, A., & Punnose, E. M. (2010). Factors Affecting Choice of First Employer: A Study of Indian Management Graduates. Global Business Review, 11(03), 435-448.

  • Edwards, M. R., & Edwards, T. (2013). Employee responses to changing aspects of the employer brand following a multinational acquisition: a longitudinal study. Human Resource Management, 52(01), 27-54.

  • Elving, W. J. L, Westhoff, J. J. C., Meeusen, K., & Schoonderbeek, J. W. (2012). The war for talent? The relevance of employer branding in job advertisements for becoming an employer of choice. Journal of Brand Management, 20(05), 355-373.

  • Fernández-Monroy, M., Martín-Santana, J. D., & Galván-Sánchez Inmaculada. (2018). Building successful franchise partnerships: The importance of communication and trust. Management Decision, 56(05), 1051-1064. DOI: dx.doi.org.proxy.k.utb.cz/10.1108/MD-07-2016-0528.

  • Gogolová, M., Poniščiaková, O., & Ivanková, K. (2015). The Use of External Personnel Marketing in Slovakia. Procedia Economics and Finance, 26(01), 131-138.

  • Grabara, J. (2013). Employer’s expectations towards the employees from the marketing and management department. Polish Journal of Management Studies, 07(01), 58-70.

  • Hitka, M., Stachová, K., Balážová, Ž., & Stacho Z. (2015). Differences in Employee Motivation at Slovak Primary Schools in Rural and Urban Areas. International Education Studies, 08(05), 33-42.

  • Chitu, M. G., Zăgan, R., Firsa, I., Gherasim, A. M., & Manea, E. (2014). Factors influencing the choice of profession and employment – case study. In 6th International Conference on Education and New Learning Technologies, Edulearn14 Proceedings, 452-460.

  • Jain, N., & Bhatt, P. (2015). Employment preferences of job applicants: Unfolding employer branding determinants. Journal of Management Development, 34(06), 634-652. https://doi.org/10.1108/JMD-09-2013-0106.

  • Jenkins, A. K. (2009). Keeping the talent: understanding the needs of engineering and scientists in the defense acquisition workforce. Defense Acquisition Review Journal, 01(01), 164-170.

  • Kietzmann, J. H., & Canhoto, A. (2013). Bittersweet! Understand-ing and managing electronic word of mouth. Journal of Public Affairs, 13(02), 146-159.

  • Kinkorová, J., & Topolčan, O. (2012). Overview of healthcare system in the Czech Republic. The EPMA Journal, 03(04).

  • Love, L. F., & Singh, P. (2011). Workplace Branding: Leveraging Human Resources Management Practices for Competitive Advantage Through “Best Employer Surveys”. Journal of Business and Psychology, 26(02), 175-181.

  • Mandhanya, Y., & Maitri, S. (2010). Employer Branding: A Tool for Talent Management. Global Management Review, 04(02), 43-48.

  • Martin, G., Gollan, P. J., & Grigg, K. (2011). Is there a bigger and better future for employer branding? Facing up to innovation, corporate reputations and wicked problems in SHRM. The International Journal of Human Resource Management, 22(17), 3618-3637.

  • Mihályi, P. (2000). Post-socialist health systems in transition: Czech Republic, Hungary and Poland. Central European University Working Paper, 04(01).

  • Minchington, B. (2006). Your Employer Brand. Attract, engage, retain. Torrensville: Collective learning Australia, 2006, p. 232.

  • Ng, E. S. W., Schweitzer, L., & Lyons, S. T. (2010). New generation, great expectations: A field study of the millennial generation. Journal of Business and Psychology, 25(02), 281-292.

  • Oláh J., Szolnok Á., Nagy G., Lengyel P., Popp J. (2017). The Impact of Lean Thinking on Workforce Motivation: A Success Factor at LEGO Manufacturing Ltd. Journal of Competitiveness, 09(02), 93-109. DOI: doi.org/10.7441/joc.2017.02.07.

  • Plchová, J., & Turáková, A. (2016). Employer Branding of The Companies and Its Impact on University Students – Trends Research in Slovakia and China. Marketing Identity, 01/02, 247-256. Retrieved from https://www.ceeol.com/search/article-detail?id=534414.

  • Radford, T. (2009). 7 Ways To Sell Your Employer Brand. Dynamic Business. [Online]. https://dynamicbusiness.com.au/topics/news/selling-your-employer-brand3973.html.

  • Saini, G. K., & Jawahar, I. M. (2019). The influence of employer rankings, employment experience, and employee characteristics on employer branding as an employer of choice. Career Development International, 24(07), 636-657.

  • Saini, G. K., Rai, P., & Chaudhary, M. K. (2014). What do best employer surveys reveal about employer branding and intention to apply? Journal of Brand Management, 21(02), 95-111.

  • Saxena, P., Jain, R. (2012). Managing career aspirations of generation Y at work place. International Journal of Advanced Research in Computer Science and Software Engineering, 02(07), 114-118.

  • Sokro, E. (2012). Impact of employer branding on employee attraction and retention. European Journal of Business and Management, 04(18), 164-173.

  • Strenitzerová, M. (2016). HR Marketing in Terms of HR Managers and Employees – Application E-Marketing Tools. Marketing Identity, 01/02, 463-473. Retrieved from https://www.ceeol.com/search/article-detail?id=534470.

  • Suikkanen, E. (2010). How does Employer Branding increase Employee Retention? Metropolia University of Applied Sciences, Finland.

  • Sullivan, J. (2004). The Eight Elements of a Successful Employment Brand. Retrieved from http://www.ere.net/2004/02/23/the-8-elements-of-a-successfulemployment-brand.

  • Urbancová, H., & Hudáková, H. (2017). Benefits of Employer Brand and the Supporting Trends. Economics and Sociology, 10(04), 41-50. DOI:10.14254/2071-789X.2017/10-4/4.

  • Verma, D., & Ahmad, A. (2016). Employer Branding: The Solution to Create Talented Workforce. The IUP Journal of Brand Management, 13(01), 42-56. Retrieved from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2817822.

  • Wilden, R. M., Gudergan, S., & Lings, I. N. (2010). Employer branding: strategic implications for staff recruitment. Journal of Marketing Management, 26(01-02), 56-73.

  • Woźniak, J. (2015). The Use of Gamification at Different Levels of E-Recruitment. Management Dynamics in the Knowledge Economy, 03(02), 257-278.

  • Wroblowská, Z. (2019). Personality Requirements for Ukrainian and Czech Managers Creating Brands as a Competitive Advantage. Journal of Competitiveness, 11(01), 152-167. DOI: https://doi.org/10.7441/joc.2019.01.10.

OPEN ACCESS

Journal + Issues

Search