Value-Based Employer Branding to Attract and Retain Millennial Doctors at Hospitals in Indonesia

• Autores: Sri Suwarsi, Nizar Fauzan, Praluki Herliawan
• Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 9, Nº. 1, 2024 (Ejemplar dedicado a: Continuous publication; e04284)
• Idioma: inglés
• DOI: 10.26668/businessreview/2024.v9i1.4235
• Enlaces
  • Texto completo (pdf)
• Resumen

  • Purpose: In the face of competition, hospitals must attract and retain the best talent, such as millennial doctors. This study seeks to assess the dimensions of employer branding that influence recruiting and retaining millennial doctors.

      Theoretical Framework: This study is grounded in the theoretical concepts of employer branding and generational work values. It specifically examines the influence of employer branding on job choice and retention among millennials, integrating theories from marketing, human resource management, and generational studies.

      Design/Methodology/Approach: The research adopts a quantitative methodology, surveying 265 millennial-generation doctors across several hospitals in Bandung, Indonesia. Data were collected through structured questionnaires focusing on various dimensions of value-based employer branding. Statistical analysis was used to evaluate the data and draw conclusions.

      Findings: The research found that Indonesian hospitals are generally perceived as having good value-based employer branding. Key dimensions that emerged as most critical for attracting and retaining millennial doctors include social, development, and application values. These findings suggest a distinct set of priorities and preferences among millennial medical professionals.

      Research, Practical & Social Implications: The study's results have implications for hospital management and policymakers. It highlights the importance of aligning employer branding strategies with the values and expectations of millennial doctors. Practically, it guides hospital leadership in policy formulation and establishing work practices that resonate with this demographic, potentially improving recruitment and retention rates.

      Originality/Value: This research contributes to the existing literature on employer branding and generational work values, specifically within the healthcare sector in Indonesia. Its novel focus on millennial doctors in Bandung hospitals provides fresh insights, enhancing an understanding of how digital media and value-based branding can be leveraged in human resource strategies.

• Referencias bibliográficas
  • Ahmad, A., Khan, M. N., & Haque, M. A. (2020). Employer Branding Aids in Enhancing Employee Attraction and Retention. Journal of Asia-Pacific...
  • Aldousari, A. A., Robertson, A., Yajid, M. S. A., & Ahmed, Z. U. (2017). Impact of employer branding on organization’s performance. Journal...
  • Alnıaçık, E., & Alnıaçık, Ü. (2012, March). Identifying Dimensions of Attractiveness in Employer Branding: Effects of Age, Gender, and...
  • Auer, M., Edlinger, G., & Mölk, A. (2021). How do potential applicants make sense of employer brands? Schmalenbach Journal of Business...
  • Azwar. (2012). Metode Penelitian. Pustaka Pelajar.
  • Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517....
  • Berthon, P., Ewing, M., Li, &, & Hah, L. (2005). International Journal of Advertising The Quarterly Review of Marketing Communications...
  • Black, J. F., Hair Jr., W. C. & Anderson, B. J. B. R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson Education Limited.
  • Brouer, R., Badawy, R., & Stefanone, M. (2022). Social media and recruitment: examining (counter) productive diversity messages. Organization...
  • Confetto, M. G., Ključnikov, A., Covucci, C., & Normando, M. (2023). Diversity and inclusion in employer branding: an explorative analysis...
  • Davies, G. (2008). Employer branding and its influence on managers. European Journal of Marketing, 42(5/6), 667–681. doi: 10.1108/03090560810862570
  • Edwards, M. R. (2009). An integrative review of employer branding and OB theory. Personnel Review, 39(1), 5–23. doi: 10.1108/00483481011012809
  • Ekhsan, M., & Fitri, N. (2021). Pengaruh Employer Branding Terhadap Minat Melamar Pekerjaan Dengan Reputasi Perusahaan Sebagai Variabel...
  • Ferizal, I. (2016). Journey to be Employer of Choice. PT Gramedia Pustaka Utama.
  • Gabutti, I., Mascia, D., & Cicchetti, A. (2017). Exploring “patient-centered” hospitals: a systematic review to understand change. BMC...
  • Hofmann, K. H. (2021). Television Serials as Career Stepping Stones: An Empirical Analysis of Employment Paths of Professional Actors. Schmalenbach...
  • Jhantasana, C. (2023). Intention to Train Tertiary Vocational Education in Animation and Visual Effect: Extended Theory of Planned Behavior....
  • Kalyankar, D., Bakshi, S., & Dr.Mathur, N. (2014). ). Abhinav National Monthly Refereed Journal of Research in EMPLOYER BRANDING AND ITS...
  • Kashive, N., Khanna, V. T., & Bharthi, M. N. (2020). Employer branding through crowdsourcing: understanding the sentiments of employees....
  • Lloyd, C. (2002). Training and development deficiencies in “high skill” sectors. Human Resource Management Journal, 12(2), 64–81. doi: 10.1111/j.1748-8583.2002.tb00064.x
  • Lovejoy, K., Waters, R. D., & Saxton, G. D. (2012). Engaging stakeholders through Twitter: How nonprofit organizations are getting more...
  • Matuska, I, F, E. (2013, January). Employer branding as a human resources management strategy. Human Resources Management & Ergonomics,...
  • Maurya, K. K., Agarwal, M., & Srivastava, D. K. (2021). Perceived work–life balance and organizational talent management: mediating role...
  • Nanjundeswaraswamy, T. S., Bharath, S., & Nagesh, P. (2022). Employer branding: design and development of a scale. Journal of Economic...
  • Thorndyke, L. E., Gusic, M. E., Milner, R. J. (2008). Functional mentoring: A practical approach with multilevel outcomes. Journal of Continuing...
  • Paukert, S. M., Guay, R. P., & Kim, Y. J. (2021). Perceptions of HR: an analysis of millennial and postmillennial insights. Organization...
  • Reis, I., Sousa, M. J., & Dionisio, A. (2021). Employer branding as a talent management tool: A systematic literature revision. Sustainability...
  • Rotchanakitumnuai, S., & Speece, M. (2023). Conceptualizing a Framework for Social Media Data Sharing. Thammasat Review, 26(1), 244–266....
  • Ruchika, & Prasad, A. (2019). Untapped Relationship between Employer Branding, Anticipatory Psychological Contract and Intent to Join....
  • Rzemieniak, M., & Wawer, M. (2021). Employer branding in the context of the company’s sustainable development strategy from the perspective...
  • Samoliuk, N., Bilan, Y., Mishchuk, H., & Mishchuk, V. (2022). Employer brand: Key values influencing the intention to join a company....
  • Sharma, N., & Kamalanabhan, T. J. (2014). IT employees’ brand attitudes and the role of internal corporate communication: a survey of...
  • Theurer, C. P., Tumasjan, A., Welpe, I. M., & Lievens, F. (2018). Employer Branding: A Brand Equity‐based Literature Review and Research...
  • Tkalac Verčič, A. (2021a). The impact of employee engagement, organisational support and employer branding on internal communication satisfaction....
  • Yunita, M., Roshan, P., & Qualimva, F. (2022). Strategi Employer Branding Pegipegi Life Dalam Mengelola Karyawan Guna Membentuk Citra...