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Employer brand image in a health care organization

Author

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  • Pia A.K. Heilmann

Abstract

Purpose - The purpose of this paper is to provide an overview concerning employer brand image in a Finnish hospital organization. What is done for recruitment marketing? This study offers some proposals for improving the recruitment process. Design/methodology/approach - The research is a qualitative case study and the research method used is a group interview. The research questions are approached from an organizational perspective. Background information about the current labour shortage in health care is gathered from the focus hospital organization, from the public media and from the health care trade organizations. Findings - Very few marketing actions concerning employer image have been done in the focus hospital. There also existed a lack of appropriate recruitment tools and competence. Data systems and the internet have not been fully exploited in the recruitment process. Vacancies are not announced in educational institutes. Career development possibilities are not presented in job advertisements and job‐rotation has not been used in recruitment. Originality/value - This paper provides useful information for health care managers and researchers concerning the role of employer image in recruiting and the importance of a well‐organized recruitment process.

Suggested Citation

  • Pia A.K. Heilmann, 2010. "Employer brand image in a health care organization," Management Research Review, Emerald Group Publishing Limited, vol. 33(2), pages 134-144, January.
    • Handle: RePEc:eme:mrrpps:v:33:y:2010:i:2:p:134-144
    DOI: 10.1108/01409171011015829
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    Citations

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    Cited by:

    1. Nikolova, Milena & Roman, Monica & Zimmermann, Klaus F., 2017. "Left behind but doing good? Civic engagement in two post-socialist countries," Journal of Comparative Economics, Elsevier, vol. 45(3), pages 658-684.
    2. Bruhn, Manfred & Batt, Verena & Flückiger, Benjamin, 2013. "Aufbau von Arbeitgeberattraktivität – Identifikation der Determinanten und empirische Überprüfung," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 67(1), pages 62-82.
    3. Walker, Matthew & Kaplanidou, Kiki & Gibson, Heather & Thapa, Brijesh & Geldenhuys, Sue & Coetzee, Willie, 2013. "“Win in Africa, With Africa”: Social responsibility, event image, and destination benefits. The case of the 2010 FIFA World Cup in South Africa," Tourism Management, Elsevier, vol. 34(C), pages 80-90.
    4. Ramasamy, Vijayan & Abdullah, Nor Hazana binti, 2017. "Faculty’s turnover in private higher learning Institutions: A phenomenal inquiry," Business and Economic Horizons (BEH), Prague Development Center (PRADEC), vol. 13(2).
    5. Blome-Drees, Johannes, 2014. "Aktionsforschung als Strategie explorativer Genossenschaftsforschung," ZögU - Zeitschrift für öffentliche und gemeinwirtschaftliche Unternehmen, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 37(1-2), pages 88-111.
    6. Kati Suomi & Saila Saraniemi & Mervi Vähätalo & Tomi J. Kallio & Terhi Tevameri, 2021. "Employee Engagement and Internal Branding: Two Sides of the Same Coin?," Corporate Reputation Review, Palgrave Macmillan, vol. 24(1), pages 48-63, February.

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