Strengthening internal employer branding through sustainable business practices

Susanne Durst, Christoph Hinteregger and Jan Zöller

Social Responsibility Journal, 2025, vol. 21, issue 9, 1818-1832

Abstract: PurposeInternal employer branding is considered beneficial for organizations, and consequently for retaining employees. However, it has been studied less intensively than external employer branding. Moreover, existing employer branding research primarily focuses on the company’s perspective. This study aims to address this issue by proposing a typology of employer images from the employee perspective.Design/methodology/approachBased on a data set of 180 employees, a typology is empirically conceptualized in various steps using cluster analysis.FindingsThe proposed typology describes four types of employer images, which are environmental bystanders, environmental contributors, environmental advocates and environmental champions.Originality/valueThe proposed taxonomy provides new insights into what a targeted, effective and focused internal employer branding could look like or how it could be strengthened. The typology is considered helpful for researchers and practitioners alike.

Keywords: Employee retention; Sustainable business practices; Organizational culture; Typology; Internal employer branding; Sustainable leadership; Sustainable human resource management (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eme:srjpps:srj-12-2024-0891

DOI: 10.1108/SRJ-12-2024-0891

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