Search Results (61)

In higher education, the employability and entrepreneurship services play an essential role in the labor market insertion of graduates. The management of public relations promotes institutional projection, the creation of networks with companies, and the dissemination of initiatives to strengthen professional skills. This research analyzes how the communication strategies of Andalusian public universities improve employability and encourage entrepreneurship. A methodological triangulation is used: literature review, analysis of social networks with Fanpage Karma, and study of corporate websites. The results show a focus on counseling, training, workshops, job fairs, and networking events, strengthening the brand of universities and their commitment to the professional development of students. Full article

How to coordinate the relationship between nature reserves and surrounding communities to achieve a win–win situation for protection and development has become an urgent issue that governments around the world need to address. The concept of community co-management emerged in this context, aiming to promote cooperation and interaction between protected areas and surrounding communities, achieve sustainable use of natural resources, and promote the healthy development of the community economy. This study conducted empirical analysis using the Xishuangbanna National Nature Reserve and surrounding communities in China as a case study. This study aims to reveal the key factors affecting the perception of the households in the surrounding communities of the national nature reserve through an in-depth analysis of their perceptions, attitudes, and actual effects on the innovative management model of community co-management. At the same time, it provides empirical evidence and theoretical support for the construction of a more reasonable, efficient, and win–win nature reserve management model. Based on field research and interviews, combined with a questionnaire survey of stakeholders, this study utilized the Q method to conduct a comprehensive analysis of household perceptions under community co-management. The research results indicate that community co-management is an effective path to promote the coordinated development of the local economy, society, and ecology. Specifically, this model not only significantly promotes employment and entrepreneurship among community residents but also achieves economic self-sufficiency and steady growth by cultivating characteristic industries and building distinctive brands. Further analysis reveals that improving residents’ well-being is the core value of community co-management. Meanwhile, system reform is seen as the key to promoting the deepening development of community co-management. This study not only helps to enhance households’ understanding and participation in ecological protection and promotes the deep integration of ecological protection and community development but also provides valuable experience and inspiration for the management of nature reserves in other regions around the world. Full article

Sustainable marketing emphasizes the integration of social and environmental responsibility into business strategies, positioning employer branding as a vital tool for advancing sustainable organizational practices. Within the healthcare context of Jordan—a country facing unique socio-cultural and systemic challenges—employer branding may foster a culture that promotes safety and employee well-being. While the findings are context-specific, they offer preliminary insights that may be useful in similar healthcare environments in the Middle East or other collectivist settings. This study explores the use of employer branding as a strategic lever to enhance nurses’ safety voice behavior, a critical component of organizational safety and patient care, through the mediating role of employee engagement. Drawing on employer brand theory and self-determination theory, this research investigates how a strong employer brand image contributes to a more engaged nursing workforce, thereby encouraging proactive communication regarding safety concerns. Data were collected from 240 nurses employed at Jordanian hospitals between September and November 2024. The findings reveal that sustainable employer branding—characterized by transparent, ethical, and inclusive organizational values—significantly enhances employee engagement and, in turn, motivates safety voice behavior. By cultivating a supportive work environment that aligns with nurses’ intrinsic motivations, hospitals can improve not only internal communication around safety but also long-term organizational resilience and trust. This aligns with sustainable marketing principles, which advocate for responsible internal stakeholder engagement as part of a broader sustainability agenda. Full article

The hospitality and tourism (H&T) sector, marked by intense employee–customer interactions, dynamic labor shifts, and high physical and emotional labor demands, faces chronic talent acquisition and retention. Therefore, tailored employer branding (EB) strategies that address the unique characteristics of the H&T sector are essential for improving the current situation. Despite the critical need for tailored solutions, a clear and unified approach for H&T companies to effectively manage their EB strategies, including the development of a compelling employee value proposition (EVP) that resonates with targeted professionals, has yet to be established. Following the PRISMA reporting guidelines, a systematic literature review of 30 peer-reviewed articles from the Scopus and Web of Science databases was conducted to synthesize existing research on EB practices in the H&T sector. The results reveal a fragmented literature that lacks a cohesive framework for categorizing and measuring EVP. The use of varied and inconsistent EVP models and scales across studies hampers comparative analysis and limits the development of generalizable insights. Furthermore, the review highlights a concentration of research within the hotel industry, leaving other important H&T industries, such as the restaurant and cruise industries, underexplored. This SLR emphasizes the urgent need for a unified approach to EB in H&T. Based on these results, promising research avenues are suggested to further advance EB research in H&T, along with managerial implications for enhancing talent attraction and retention in the sector. Full article

This study investigates the determinants of urban brand perception, with a focus on the city of Rasnov. The research aims to identify elements of local identity, assess residents’ satisfaction with urban infrastructure and quality of life, and explore attitudes towards sustainable tourism and the city’s public image. Methodologically, the study employs a quantitative approach through an online survey administered to active social media users, particularly members of local Facebook groups. A total of 627 respondents were selected using probabilistic cluster sampling. The findings reveal a significant correlation between emotional attachment to the city and favorable perceptions of urban life, underpinned by factors such as personal memories, a sense of belonging, and perceived urban tranquility. While residents report moderate satisfaction with urban infrastructure, notable concerns persist regarding the maintenance of public spaces, availability of employment opportunities, and the efficiency of public transportation. Furthermore, the level of awareness concerning the city’s branding strategy is relatively low. Key assets identified as essential for urban promotion include the Râșnoavei Keys, the Valea Cărbunării Sports Complex, local mountain trails, and the Rasnov Citadel. Respondents advocate for enhanced public communication regarding the urban branding strategy and emphasize the importance of community engagement in shaping and promoting the city’s image in alignment with residents’ aspirations. Full article

Employer branding research has predominantly concentrated on cultivating a favorable image for prospective job applicants, with limited exploration of its effects on current employees. This study investigates how employer branding shapes the attitudes of existing employees—specifically job satisfaction, organizational identification, and organization-related sacrifice—and examines how these attitudes influence employees’ word-of-mouth behavior toward both potential applicants and customers. Drawing on survey data from employees in Vietnam’s travel and hospitality sectors, the findings reveal that development, diversity, and reputation values significantly enhance employee attitudes, while economic value does not exert a notable influence. Additionally, job satisfaction, organizational identification, and organization-related sacrifice all positively affect word-of-mouth intentions toward potential applicants. However, organization-related sacrifice emerges as the sole factor significantly impacting word-of-mouth intentions toward customers. The study offers substantial theoretical contributions and practical implications, emphasizing the broader influence of employer branding on current employees’ advocacy behavior. Full article

An important aspect of sustaining higher education is to produce graduates prepared for careers with the expertise and experiences desired by prospective employers. Micro-credentials delivered by higher education can confirm the students’ mastery of demanded skills and knowledge. The use of micro-credentials as an e-learning technology supports sustainability in higher education by reinforcing students’ employability. With hundreds of thousands of these credentials available in the United States, it is predictable that not all are equal. We explored the perceived value of micro-credentials reported by students and employers. Clear differences were found, with employers recognizing their value more than students. Additionally, we considered the source of the credential, which is the organization that creates, brands, and sponsors the award. Results demonstrated that employers used the sources for assessing value. We also tested the differences when higher education was the provider of the micro-credential, and institution type (issuer) was relevant to employers’ value. Finally, this study distinguished between the academic rigor and integrity of university-delivered micro-credentials associated with earning transcripted course credits and credentials that could be earned without course credits (non-transcripted). Employers valued transcripted micro-credentials more. This study found support for the use of micro-credentials to represent the mastery of skills and knowledge in higher education. Full article

Although the relationship between employer brand and employee creativity has become a popular theme, this nexus is indirect and ambiguous. Additionally, most studies ignore the consistency of instrumental and symbolic attributes when discussing the consequences of employer brand. This study explored the mechanism of employer brand attributes congruence on employee creativity through career satisfaction, and further revealed the moderating role of proactive personality. Based on the cue consistency theory and the social information processing theory, a polynomial regression model was created and a response surface analysis was conducted using 488 paired questionnaires. The results showed that employer brand attributes congruence impacted employee creativity via career satisfaction. A consistent employer brand strategy is more effective for the creativity of less proactive individuals, while a high-level proactive personality can compensate for the deficiencies of employer brand attributes incongruence. The results complemented employer brand research from the perspective of the instrumental–symbolic attribute configuration and provided supportive empirical evidence of employer brand practices aiming at improving employee creativity. This study has certain practical implications for HR practitioners. Full article

The primary purpose of this article is to determine the relationship between employer brand attractiveness, which is considered to be critical in achieving sustainable human resource management and organizational commitment, and to reveal the moderating role of perceived organizational support in this relationship. The research was conducted on the employees of 5-star hotels in Manavgat, one of the most popular tourist destinations in Turkey. Data were collected between June and October 2023. The hypothetical model was developed based on the results obtained and was tested using the AMOS program (IBM SPSS AMOS 22). Accordingly, the Process macro (model 1) was found to be the most appropriate model for determining moderating effects. The results of this study revealed a positive relationship between the economic, social, development, and application dimensions of employer brand attractiveness and organizational commitment. On the other hand, it was concluded that interest value did not have a statistically significant effect on organizational commitment. Moreover, it was also determined in the results of this study that perceived organizational support has a moderating role in the relationship between employer brand attractiveness dimensions and organizational commitment. It is believed that the research findings concerning the relationships between the variables and the moderating effect of perceived organizational support will contribute to filling a gap in the relevant literature. In light of the findings, a number of theoretical and practical implications have been presented for tourism and hospitality organizations and academicians on sustainable human resource management. Full article

This study aims to investigate the factors that influence millennials’ perceptions and preferences in regard to career choices within the state-owned energy sector in Indonesia. The research objective is to understand how to remain competitive in the current disruptive job market by examining a company’s recruitment and retention strategies, and analyzing data collected through econometric surveys. Factors significantly affecting the willingness to work at PLN include its past and present reputation, product societal impact, CSR efforts, and the individual’s gender, age, and job-seeking status, with positive views on PLN and its CSR activities encouraging the inclination to work there. Income expectations are influenced by similar aspects—PLN’s reputation, its product’s societal role, and CSR initiatives—alongside gender and education level, particularly for those with undergraduate or Master’s degrees. Notably, favorable perceptions of PLN and higher educational attainment are linked to increased salary expectations. The results from the survey indicate that a significant proportion of respondents, over 80%, expressed a desire to work at one of Indonesia’s state-owned energy companies (PLN), with a desired monthly salary of IDR 7,466,905. Furthermore, when compared to other state-owned energy companies in Indonesia, PLN holds a strong position, ranking second among this type of companies. This study provides valuable insights for energy companies in Indonesia, by understanding the career preferences of millennials and aligning their employer branding strategies accordingly, in order to remain competitive in the current job market. Full article

Performance measurement refers to the systematic evaluation and analysis of the performance and results of business processes, initiatives, or strategies. This study discusses the crucial role of communication using signaling theory in employer branding in the context of the social economy organization (SEO). The aim is to measure employee satisfaction in concrete terms and to determine the status quo of the communication culture of the organization under investigation in order to develop an employer branding strategy based on the results. The authors use an employee survey as a quantitative research method and limit the data collection to the EU member state of Germany considering the research background. The results provide insights into the specific communication policy in relation to employer branding. The focus here is on (digital) communication. Organizations need to understand how communication strategies directly influence the perception of the employer brand in the social economy. Furthermore, practical implications are derived in order to increase employer attractiveness. Concrete recommendations of action for SEOs should help them be successful in the competition for qualified specialists and talent. Full article

Nowadays, introducing innovations is treated as a necessity to ensure market survival. However, this may be difficult, especially for food entrepreneurs whose innovations are strongly connected with tradition. The main aim of this study was to assess the innovation abilities and potential of traditional food producers in the context of the classic dilemma of innovation-and-tradition interplay. The surveyed food producers were from five Polish voivodeships belonging to the European Culinary Heritage Network. The study conducted 70 semi-structured interviews. The respondents were divided into two groups: the innovative and non-innovative groups. The statistical significance of the differences between the two groups was tested using a two-independent-samples t test. A comparison revealed significantly different average results for the following variables: general managerial education, business duration, sources of knowledge about traditions, profits and earnings, and own product brand. For the remaining variables (employment, sales range, financial capital sources, business goals in total, and own business), no significant differences were found between the mean results. Both tested hypotheses were verified to be valid. The vendors-producers of traditional food in this study showed innovative abilities and untapped innovation potential. Full article

Corporate social responsibility (CSR) and sustainable development practices and employer branding (EB) significantly influence the effectiveness of recruitment processes, human resource management (HRM), and an employer’s image. The main aim of this study was to assess the effectiveness of internal and external CSR practices in an international corporation operating in Poland. The empirical study consisted of two stages. In the first stage, an in-depth interview was conducted with a group of managers in the examined company. In the second stage, the company’s employees and local residents (non-employees) were surveyed with the use of questionnaires. The study demonstrated that CSR activities addressing environmental issues were most effective. External CSR practices received greater recognition among white-collar (office) employees, whereas blue-collar (manual) employees were more appreciative of internal CSR measures—in particular, financial support schemes. The effectiveness of internal and external CSR practices has been rarely compared in the literature, and the present study was undertaken to fill in this knowledge gap. Full article

Generation Z is arriving on the labour scene. In the near future, this generation will dominate organisations’ recruitment and selection processes. Theories regarding the attraction and retention of talent were initially developed based on the characteristics of previous generations in the late 20th century. This study aimed to conduct the first comprehensive literature review focused on identifying the attributes of attracting and retaining Generation Z talent. The findings will allow for the identification of the most significant attributes within the examined context. However, certain gaps were uncovered, such as the limited availability of publications explaining the applicability of the conventional theory of attracting and retaining talent to Generation Z natives. Significant lines of research are also suggested for the future. Full article

Agriculture firms face an array of struggles, most of which are financial; thus, the role of decision making is discerned as highly important. The agroeconomic indexes (AEIs) of Agriculture Employment Rate (AER), Chemical Product Price Index (CPPI), Farm Product Price Index (FPPI), and Machinery Equipment Price Index (MEPI) were selected as the basis of this study. This research aims to examine the connection between digital marketing analytics and the selected agroeconomic indexes while providing valuable insights into their decision-making process, with the utilization of AI (artificial intelligence) models. Thus, a dataset of website analytics was collected from five well-established agriculture firms, apart from the values of the referred indexes. By performing regression and correlation analyses, the index relationships with the agriculture firms’ digital marketing analytics were extracted and used for the deployment of the fuzzy cognitive mapping (FCM) and hybrid modeling (HM) processes, assisted by using artificial neural network (ANN) models. Through the above process, there is a strong connection between the agroeconomic indexes of AER, CPPI, FPPR, and MEPI and the metrics of branded traffic, social and search traffic sources, and paid and organic costs of agriculture firms. It is highlighted that agriculture firms, to better understand their sector’s employment rate and the volatility of farming, chemicals, and machine equipment prices for future investment strategies and better decision-making processes, should try to increase their investment in the preferred digital marketing analytics and AI applications. Full article