University of Oulu

Heilmann, P., Lampela, H., & Taipale-Erävala, K. (2022). Living up to young employees’ expectations: Employer brand management in health care organisations. Managing Global Transitions, 20(3).

Living up to young employees’ expectations : employer brand management in health care organisations

Saved in:
Author: Heilmann, Pia1; Lampela, Hannele2; Taipale-Erävala, Kyllikki2
Organizations: 1University of Eastern Finland
2University of Oulu
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.2 MB)
Persistent link:
Language: English
Published: University of Primorska Press, 2022
Publish Date: 2022-10-31


Health care professionals are ageing, and there is a severe, global need to attract future employees. This study examines the construction of employer brand image among young health care professionals, and related elements. The qualitative research data were collected through email and personal interviews from young nursing and physician students. The analysis results indicate that organisations can affect their employer brand image for future employees through supportive working culture and human resource practices as well as direct marketing actions. The marketing and human resource practices targeted towards young health care professionals are underused. The results can help health care organisations in planning recruitment and marketing processes according to young health care professionals’ expectations. This study integrates human resource management research and marketing research relating to employer branding and recruitment.

see all

Series: Managing global transitions
ISSN: 1581-6311
ISSN-E: 1854-6935
ISSN-L: 1581-6311
Volume: 20
Issue: 3
Pages: 211 - 235
DOI: 10.26493/1854-6935.20.211-235
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
222 Other engineering and technologies
Copyright information: Copyright (c) 2022 Hannele Lampela, Prof., Dr. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.