Living Up to Young Employees’ Expectations: Employer Brand Management in Health Care Organisations

Pia Heilmann, Hannele Lampela and Kyllikki Taipale-Erävala
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Pia Heilmann: University of Eastern Finland, Finland
Hannele Lampela: University of Oulu, Finland
Kyllikki Taipale-Erävala: University of Oulu, Finland

Managing Global Transitions, 2022, vol. 20, issue 3 (Fall), 211-235

Abstract: Health care professionals are ageing, and there is a severe, global need to attract future employees. This study examines the construction of employer brand image among young health care professionals, and related elements. The qualitative research data were collected through email and personal interviews from young nursing and physician students. The analysis results indicate that organisations can affect their employer brand image for future employees through supportive working culture and human resource practices as well as direct marketing actions. The marketing and human resource practices targeted towards young health care professionals are underused. The results can help health care organisations in planning recruitment and marketing processes according to young health care professionals’ expectations. This study integrates human resource management research and marketing research relating to employer branding and recruitment.

Keywords: employer brand management; young employees; recruitment; health care; strategic human resource management (search for similar items in EconPapers)
JEL-codes: M12 M51 (search for similar items in EconPapers)
Date: 2022
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DOI: 10.26493/1854-6935.20.211-235

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