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

Japutra, A., Situmorang, R., Mariani, M. ORCID: https://orcid.org/0000-0002-7916-2576 and Pereira, V. (2024) Understanding employer branding within MNC subsidiaries: evidence from MNC hotel subsidiaries in Indonesia. Journal of International Management, 30 (1). 101100. ISSN 1075-4253 doi: 10.1016/j.intman.2023.101100

Abstract/Summary

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 stakeholder preferences in the management of internal marketing within international MNC subsidiaries.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/114228
Item Type	Article
Refereed	Yes
Divisions	Henley Business School > Leadership, Organisations, Behaviour and Reputation
Publisher	Elsevier
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