Employer branding orientation: effects on recruitment performance under COVID-19

Abstract

In this study we examined the impact of employer branding orientation (EBO) on recruitment performance. The study is based on a sample of 153 knowledge-intensive firms operating on the Russian labor market. Partial least squares structural equation modeling was used to test the research model. Our results revealed that EBO positively related to employer branding strategy and employer value proposition (EVP) which, in turn, impact the recruitment performance. We also identified the moderating effect of COVID-19 influence on employer branding programs. This study contributes to the debate on the role of EBO in HRM practices of companies and provides practitioners with evidence on importance of EVP formulation.

Keywords:

• Employer branding
• employer branding orientation
• recruitment performance
• knowledge-intensive firms
• COVID-19

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

Due to the nature of this research, participants of this study did not agree for their data to be shared publicly, so supporting data is not available.

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.