Why HR, corporate and marketing communication divisions should work together?

Abstract

The aim of this study is to find out what factors can increase employer branding and job pursuit intentions from one of the banks in Indonesia. The data in this study were distributed to 114 respondents and evaluated using the PLS-SEM analysis technique. This study found no effect between product brand and job pursuit intention, but this effect changed when using employer branding. Meanwhile, the corporate brand was found to affect job pursuit intention either through employer branding or not. This study proposes developing a model by incorporating TPB theory into the previous framework. The findings of this study reveal that individual control can determine job pursuit intention. We make several contributions, such as (1.) Re-examining the inconsistency of findings from previous studies; (2.) Development of the initial research framework by adding individual control factors (subjective norms and perceived behavioral control), which we adapted from the TPB theory; (3.) We map out how the three communication channel functions (HR Internal Communication, Corporate Communication, and Marketing Communication) can collaborate for the company to get employees with high skills to continue to innovate and become the best workplace. For this reason, this research will provide practical and academic contributions that can be used as a reference for Bank management and further research.

Keywords: {'name': 'Corporate Brand'}, {'name': 'Employer Branding'}, {'name': 'Job Pursuit Intention'}, {'name': 'PerPerceived Behavioral Control'}, {'name': 'Product Brand'}, {'name': 'Subjective Norms'}

Authors & affiliations

Fiola Rinaldi
Affiliation not supplied

Wawas Bangun Tegar Sunaryo Putra
Affiliation not supplied

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