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Living Up to Young Employees’ Expectations: Employer Brand Management in Health Care Organisations

Author

Listed:
  • Pia Heilmann

    (University of Eastern Finland, Finland)

  • Hannele Lampela

    (University of Oulu, Finland)

  • Kyllikki Taipale-Erävala

    (University of Oulu, Finland)

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.

Suggested Citation

  • Pia Heilmann & Hannele Lampela & Kyllikki Taipale-Erävala, 2022. "Living Up to Young Employees’ Expectations: Employer Brand Management in Health Care Organisations," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 20(3 (Fall)), pages 211-235.
    • Handle: RePEc:mgt:youmgt:v:20:y:2022:i:3:p:211-235
    DOI: 10.26493/1854-6935.20.211-235
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    References listed on IDEAS

    as
    1. Askfors, Ylva & Fornstedt, Helena, 2018. "The clash of managerial and professional logics in public procurement: Implications for innovation in the health-care sector," Scandinavian Journal of Management, Elsevier, vol. 34(1), pages 78-90.
    2. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    employer brand management; young employees; recruitment; health care; strategic human resource management;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M51 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Firm Employment Decisions; Promotions

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