Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image

Traditional human resource management does not consider adopting a marketing approach in creating a positive company image to enable the recruitment of better employees. Recently, however, many scholars have attempted to apply marketing principles to recruitment management. Marketing can help create an effective image for a firm and position the firm as a good place to work. The study here examine ways marketing management relates to recruitment marketing in the hospital industry and finds that a hospital's sustainable competitive advantage, marketing strategy, and employment brand equity can influence the intention of medical doctors to pursue job opportunities.

► SCA has a significant influence on marketing strategy for medical doctors working in general hospitals in Korea. SCA plays a positive role in making and implementing marketing strategy in a hospital.
► Hospital's employment brand equity and sustained competitive advantage have significant influences on doctors' intentions to pursue a job opportunity there.
► Marketing strategy does not significantly influence employment brand equity. Nor does hospital's image influence job pursuit intentions significantly.