Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image |
| |
Authors: | Kyung Hoon Kim Byung Joo Jeon |
| |
Institution: | a Changwon National University, Republic of Koreab Shanghai Jiao Tong University, Chinac North Dakota State University, USA |
| |
Abstract: | Traditional human resource management does not consider adopting a marketing approach in creating a positive company image to enable the recruitment of better employees. Recently, however, many scholars have attempted to apply marketing principles to recruitment management. Marketing can help create an effective image for a firm and position the firm as a good place to work. The study here examine ways marketing management relates to recruitment marketing in the hospital industry and finds that a hospital's sustainable competitive advantage, marketing strategy, and employment brand equity can influence the intention of medical doctors to pursue job opportunities. |
| |
Keywords: | Employment brand equity Sustainable competitive advantage Corporate image Marketing strategy Intention to pursue job opportunities |
本文献已被 ScienceDirect 等数据库收录! |