Living up to young employees’ expectations : employer brand management in health care organisations
Heilmann, Pia; Lampela, Hannele; Taipale-Erävala, Kyllikki (2022-09-28)
Heilmann, P., Lampela, H., & Taipale-Erävala, K. (2022). Living up to young employees’ expectations: Employer brand management in health care organisations. Managing Global Transitions, 20(3). https://doi.org/10.26493/1854-6935.20.211-235
Copyright (c) 2022 Hannele Lampela, Prof., Dr. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
https://creativecommons.org/licenses/by-sa/4.0/
https://urn.fi/URN:NBN:fi-fe2022103163797
Tiivistelmä
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.
Kokoelmat
- Avoin saatavuus [34589]
