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Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image

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  • Kim, Kyung Hoon
  • Jeon, Byung Joo
  • Jung, Hong Seob
  • Lu, Wei
  • Jones, Joseph

Abstract

Traditional human resource management does not consider adopting a marketing approach in creating a positive company image to enable the recruitment of better employees. Recently, however, many scholars apply marketing principles to recruitment management. Marketing can help create an effective image for a firm and position the firm as a good place to work. The study here examine ways marketing management relates to recruitment marketing in the hospital industry and finds that a hospital's sustainable competitive advantage, marketing strategy, and employment brand equity can influence the intention of medical doctors to pursue job opportunities.

Suggested Citation

  • Kim, Kyung Hoon & Jeon, Byung Joo & Jung, Hong Seob & Lu, Wei & Jones, Joseph, 2012. "Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image," Journal of Business Research, Elsevier, vol. 65(11), pages 1612-1617.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:11:p:1612-1617
    DOI: 10.1016/j.jbusres.2011.02.047
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    References listed on IDEAS

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    1. Lemmink, Jos & Schuijf, Annelien & Streukens, Sandra, 2003. "The role of corporate image and company employment image in explaining application intentions," Journal of Economic Psychology, Elsevier, vol. 24(1), pages 1-15, February.
    2. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
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