Employer brand and workforce performance in hotel companies
Employer brand represents an intangible asset which is the result of successful implementation of employer branding strategy that promotes the company as exceptional employer, provides the candidates with realistic expectations and fulfills the promises made to all employees. The main aim of the research is to prove that hotel companies should be strongly encouraged to develop employer brand, since this is one of the best ways to increase workforce performance. In terms of business operations, employer brand is monitored by means of appropriate dimensions (training and development, employer reputation, work/life balance, corporate social responsibility, business culture). Testing of research hypotheses was performed using regression analysis and ANOVA test. Results indicate statistically significant impact of employer brand on workforce performance and statistically significant difference in the level of accomplished average workforce performance among different category hotels.
Agencija za privredne registre Republike Srbije [Business Registry Agency of the Republic of Serbia] (2017). Retrieved March 15, 2017 from https://www.apr.gov.rs/
Ahmad, T., Farrukh, F., & Nazir, S. (2015). Capacity building boost employees performance. Industrial and Commercial Training, 47(2), 61–66. https://doi.org/10.1108/ICT-05-2014-0036
Aleksić Glišović, M., Jerotijević, G., & Jerotijević, Z. (2019). Modern approaches to employee motivation. Ekonomika, 65(2), 121–133. https://doi.org/10.5937/ekonomika1902121A
Ali, M. H., & Musah, M. B. (2012). Investigation of Malaysian higher education quality culture and workforce performance. Quality Assurance in Education, 20(3), 289–309. http://dx.doi.org/10.1108/09684881211240330
Ambler, T., & Barrow, S. (1996). The employer brand. The Journal of Brand Management, 4(3), 185–206.
Arachchige, B., & Robertson, A. (2011). Business student perceptions of a preferred employer: A study identifying determinants of employer branding. The IUP Journal of Brand Management, 8(3), 25–46.
Arasanmi, C., & Krishna, A. (2019). Employer branding: Perceived organisational support and employee retention – the mediating role of organisational commitment. Industrial and Commercial Training, 51(3), 174–183. https://doi.org/10.1108/ICT-10-2018-0086
Baumann, C., Hamin, H., Tung, R., & Hoadley, S. (2016). Competitiveness and workforce performance: Asia vis-à-vis the “West”. International Journal of Contemporary Hospitality Management, 28(10), 2197–2217. https://doi.org/10.1108/IJCHM-12-2014-0617
Benraiss-Noailles, L., & Viot, C. (2020). Employer brand equity effects on employees well-being and loyalty. Journal of Business Research. Article in press. https://doi.org/10.1016/j.jbusres.2020.02.002
Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151–172.
Bitmiş, M. G., & Ergeneli, A. (2013). The role of psychological capital and trust in individual performance and job satisfaction relationship: A test of multiple mediation model. Procedia – Social and Behavioral Sciences, 99, 173–179. https://doi.org/10.1016/j.sbspro.2013.10.483
Brusch, I., Brusch, M., & Kozlowski, T. (2018). Factors influencing employer branding: Investigations of student perceptions outside metropolitan regions. International Journal of Quality and Service Sciences, 10(2), 149–162. https://doi.org/10.1108/IJQSS-09-2017-0085
Chawla, P. (2020). Impact of employer branding on employee engagement in business process outsourcing (BPO) sector in India: Mediating effect of person–organization fit. Industrial and Commercial Training, 52(1), 35–49. https://doi.org/10.1108/ICT-06-2019-0063
Chhetri, P., Gekara, V., Manzoni, A., & Montague, A. (2018). Productivity benefits of employer-sponsored training: A study of the Australia transport and logistics industry. Education + Training, 60(9), 1009–1025. https://doi.org/10.1108/ET-02-2017-0029
Davies, G., Mete, M., & Whelan, S. (2018). When employer brand image aids employee satisfaction and engagement. Journal of Organizational Effectiveness: People and Performance, 5(1), 64–80. https://doi.org/10.1108/JOEPP-03-2017-0028
Grubor, A., Berber, N., Aleksić, M., & Bjekić, R. (2020). The influence of corporate social responsibility on organizational performance: A research in AP Vojvodina. The Annals of the Faculty of Economics in Subotica, 56(43), 3–13. https://doi.org/10.5937/AnEkSub2001003G
Itam, U., Misra, S., & Anjum, H. (2020). HRD indicators and branding practices: A viewpoint on the employer brand building process. European Journal of Training and Development. https://doi.org/10.1108/EJTD-05-2019-0072
Khan, M. N., Malik, S. A., & Janjua, S. J. (2019). Total Quality Management practices and work-related outcomes: A case study of higher education institutions in Pakistan. International Journal of Quality & Reliability Management, 36(6), 864–874. https://doi.org/10.1108/IJQRM-04-2018-0097
Maurya, K. K., & Agarwal, M. (2018). Organisational talent management and perceived employer branding. International Journal of Organizational Analysis, 26(2), 312–330. https://doi.org/10.1108/IJOA-04-2017-1147
McAfee, B., & Champagne, P. (1993). Performance management: A strategy for improving employee performance and productivity. Journal of Managerial Psychology, 8(5), 24–32.
Moroko, L., & Uncles, M. (2008). Characteristics of successful employer brands. Journal of Brand Management, 16(3), 160–175. https://doi.org/10.1057/bm.2008.4
Musah, M. B., Ali, H. M., Vazhathodi al-Hudawi, S. H., Tahir, L. M., Daud, K. B., Said, H., & Kamil, N. M. (2016). Organisational climate as a predictor of workforce performance in the Malaysian higher education institutions. Quality Assurance in Education, 24(3), 416–438. https://doi.org/10.1108/QAE-10-2014-0048
Nunnally, J. C. (1978). Psychometric theory. New York: McGraw-Hill.
Ognjanović, J., & Slavković, M. (2019). Impact of employer brand on employees statisfaction in Serbian hotel enterprises. In D. Cvijanović et al. (Eds.), Tourism in Function of Development of the Republic of Serbia – Тourism as a Generator of Employment (pp. 254–271). Vrnjačka Banja, Serbia: Faculty of Hotel Management and Tourism in Vrnjačka Banja University of Kragujevac.
Otoo, F. N. K., Otoo, E. A., Abledu, G. K., & Bhardwaj, A. (2019). Impact of human resource development practices on pharmaceutical industry’s performance: The mediating role of employee performance. European Journal of Training and Development, 43(1/2), 188–210. https://doi.org/10.1108/EJTD-07-2017-0061
Pallant, J. (2009). SPSS: priručnik za preživljavanje [SPSS Survival Manual]. Beograd, Srbija: Mikro knjiga.
Rai, A. (2020). An application of the instrumental-symbolic framework in Maritime industry: A study on employer branding among seafarers. Management Research Review, 43(3), 270–292. http://dx.doi.org/10.1108/MRR-04-2019-0181
Rana, M. H., & Malik, M. S. (2017). Impact of human resource (HR) practices on organizational performance: Moderating role of Islamic principles. International Journal of Islamic and Middle Eastern Finance and Management, 10(2), 186–207. https://doi.org/10.1108/IMEFM-04-2016-0060
Razak, I. H. A., Kamaruddin, S., & Azid, I. A. (2012). Workforce competency model (WFCM): An empirical study in Malaysia of a model for maintenance workforce performance evaluation. International Journal of Productivity and Performance Management, 61(1), 24–45. https://doi.org/10.1108/17410401211187499
Republički zavod za statistiku Srbije [Statistical Office of the Republic of Serbia]. (2010). Uredba o klasifikaciji delatnosti Republike Srbije [Decree on Activity Classification of the Republic of Serbia]. Retrieved June 20, 2020 from https://www.stat.gov.rs/media/2622/klasifikacija-delatnosti-2010.pdf
Saini, G., & Jawahar, I. M. (2019). The influence of employer rankings, employment experience, and employee characteristics on employer branding as an employer of choice. Career Development International, 24(7), 636–657. https://doi.org/10.1108/CDI-11-2018-0290
Schlager, T., Bodderas, M., Maas, P., & Cachelin, J. L. (2011). The influence of the employer brand on employee attitudes relevant for service branding: An empirical investigation. Journal of Services Marketing, 25(7), 497–508. http://dx.doi.org/10.1108/08876041111173624
Sharma, R., & Prasad, A. (2018). Employer brand and its unexplored impact on intent to join. International Journal of Organizational Analysis, 26(3), 536–566. https://doi.org/10.1108/IJOA-11-2017-1280
Tanwar, K., & Prasad, A. (2016). The effect of employer brand dimensions on job satisfaction: Gender as a moderator. Management Decision, 54(4), 854–886. http://dx.doi.org/10.1108/MD-08-2015-0343
Tanwar, K., & Prasad, A. (2017). Employer brand scale development and validation: a second-order factor approach. Personnel Review, 46(2), 389–409. http://dx.doi.org/10.1108/PR-03-2015-0065
Zhu, F., Wang, Z., Yu, Q., Hu, T., Wen, Y., & Liu, Y. (2014). Reconsidering the dimensionality and measurement of employer brand in the Chinese context. Social behavior and personality, 42(6), 933–948. http://dx.doi.org/10.2224/sbp.2014.42.6.933
Copyright (c) 2020 Hotel and Tourism Management
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.