The Role of Human Resources Management in the Internal Branding of Public Organizations

Iulian Georgescu (), Anca Antoaneta Vărzaru () and Mădălina Georgiana Mangra ()
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Iulian Georgescu: University of Craiova
Anca Antoaneta Vărzaru: University of Craiova
Mădălina Georgiana Mangra: University of Craiova

Ovidius University Annals, Economic Sciences Series, 2022, vol. XXII, issue 2, 555-559

Abstract: Efficient HR management enhance the internal branding in an organization whose end users are the public. In this research, we aim to evaluate the role of human resources management in internal branding in some public organizations. To achieve the purpose of the research, we conducted an empirical study on the employees of some insurance organizations. The collected data were processed and interpreted using a perceptron multilayer model from the analysis of artificial neural networks (ANN). The results show that employee satisfaction and well-being positively influence the perception of the organization's internal brand, generating a sense of belonging and commitment to the organization's values and goals. On the other hand, employees' intention to leave the organization negatively influences the perception of the corporate brand, diminishing the reputation and image of the organization.

Keywords: human resource management; internal branding; branding management; public organizations; assurance companies (search for similar items in EconPapers)
JEL-codes: M31 O15 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xxii:y:2022:i:2:p:555-559

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