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

Kyung Hoon Kim (), Byung Joo Jeon, Hong Seob Jung, Wei Lu and Joseph Jones

Journal of Business Research, 2012, vol. 65, issue 11, 1612-1617

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.

Keywords: employment brand equity; sustainable competitive advantage; corporate image; marketing strategy; intention to pursue job opportunities (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:11:p:1612-1617

DOI: 10.1016/j.jbusres.2011.02.047

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