Understanding employer branding within MNC subsidiaries: Evidence from MNC hotel subsidiaries in Indonesia

Japutra, Arnold and Situmorang, Ringkar and Mariani, Marcello and Pereira, Vijay (2023) Understanding employer branding within MNC subsidiaries: Evidence from MNC hotel subsidiaries in Indonesia. Journal of International Management. pp. 1-13. ISSN 1075-4253

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Abstract

Employer branding is an important process in marketing to ensure the smooth delivery of branding strategies. Nevertheless, research focusing on the process of employer branding within international subsidiaries is scant. Thus, this research explores the process of developing employer branding for international subsidiaries to suit the multinational company (MNC) hotels’ branding strategies. In particular, the current study examines the critical factors that could support and forestall employer branding within MNC hotel subsidiaries in Indonesia. Using a qualitative approach, semi-structured interviews were conducted with three different actors (i.e., expatriate manager, local manager, and regional executives). The results reveal that the company employer branding process is being influenced by several factors that exist only in the country of the MNC hotel subsidiaries. This study is important to explain the contextual factors of stake- holder preferences in the management of internal marketing within international MNC subsidiaries.

Item Type:	Article
Keywords:	Employer branding Internal marketing Strategy MNC subsidiaries Indonesia
Subjects:	600 Technology (Applied Sciences) > 640 Home and Family Management > 647 Management Housekeeping, Restaurant, Hotel Management 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.3 Personnel, Staff, Employee, Human Resource Management, Training
Divisions:	Faculty of Business > Dept of Hotel Operations
Depositing User:	Administrator UMN Library
Date Deposited:	11 Jan 2024 08:30
Last Modified:	11 Jan 2024 08:30
URI:	https://kc.umn.ac.id/id/eprint/27521

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