Corporate social responsibility and employer brand personality appeal: approaches for human resources challenges in the hospitality sector

ABSTRACT

Employer branding in organizational human resources management is essential. Nevertheless, certain gaps persist within the realm of scientific research in this field, particularly in the exploration of novel concepts like employer brand personality appeal and its potential impact within the hospitality industry, which grapples with numerous human resources challenges. To fill this gap in knowledge, this paper introduces employer brand personality appeal as a concept within the hospitality employer brand context and measures its impact alongside corporate social responsibility on employee turnover intention and satisfaction in Iran’s hospitality industry. Using a quantitative approach, a survey questionnaire was applied to investigate employees’ perceptions. Respondents were 225 employees of four-and five-star hotels in Tehran. Results signify the impact of both corporate social responsibility and employer brand personality appeal on employees’ behavioral consequences. Furthermore, findings support the influence of corporate social responsibility in promoting employer brand personality appeal. Therefore, this study expands hospitality employer brand literature by proposing a novel concept and exploring its potential for hospitality human resources deficiencies.

雇主品牌在组织人力资源管理中至关重要. 尽管如此,该领域的科学研究领域仍存在某些差距,特别是在探索雇主品牌个性吸引力等新概念及其对酒店业的潜在影响方面,酒店业面临着众多人力资源挑战. 为了填补这一知识空白,本文将雇主品牌人格吸引力作为酒店业雇主品牌背景下的一个概念引入,并衡量其与企业社会责任一起对伊朗酒店业员工离职意愿和满意度的影响. 采用定量方法,采用调查问卷对员工的认知进行调查. 受访者是德黑兰四星级和五星级酒店的225名员工. 结果表明,企业社会责任和雇主品牌人格诉求对员工行为后果的影响. 此外,研究结果支持企业社会责任在提升雇主品牌人格吸引力方面的影响. 因此,本研究扩展了酒店业雇主品牌文献,提出了一个新颖的概念,并探索了其潜在的酒店人力资源不足.

KEYWORDS:

• employer brand
• employer brand personality appeal
• corporate social responsibility
• hospitality industry
• Iran

Disclosure statement

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