Why HR, corporate and marketing communication divisions should work together?The mediating role of Indonesia Bank’s employer branding to attract job pursuit intention

Fiola Rinaldi and Wawas Bangun Tegar Sunaryo Putra
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Fiola Rinaldi: LSPR Business & Communication Institute, Jl. K.H. Mas Mansyur Kav. 32, Jakarta, Indonesia
Wawas Bangun Tegar Sunaryo Putra: LSPR Business & Communication Institute, Jl. K.H. Mas Mansyur Kav. 32, Jakarta, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 8, 11-23

Abstract: The aim of this study is to find out what factors can increase employer branding and job pursuit intentions from one of the banks in Indonesia. The data in this study were distributed to 114 respondents and evaluated using the PLS-SEM analysis technique. This study found no effect between product brand and job pursuit intention, but this effect changed when using employer branding. Meanwhile, the corporate brand was found to affect job pursuit intention either through employer branding or not. This study proposes developing a model by incorporating TPB theory into the previous framework. The findings of this study reveal that individual control can determine job pursuit intention. We make several contributions, such as (1.) Re-examining the inconsistency of findings from previous studies; (2.) Development of the initial research framework by adding individual control factors (subjective norms and perceived behavioral control), which we adapted from the TPB theory; (3.) We map out how the three communication channel functions (HR Internal Communication, Corporate Communication, and Marketing Communication) can collaborate for the company to get employees with high skills to continue to innovate and become the best workplace. For this reason, this research will provide practical and academic contributions that can be used as a reference for Bank management and further research. Key Words:Corporate Brand, Employer Branding, Job Pursuit Intention, PerPerceived Behavioral Control, Product Brand, Subjective Norms

Date: 2022
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