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

Arnold Japutra, Ringkar Situmorang, Marcello Mariani, Vijay Pereira

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

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

Original languageEnglish
Article number101100
JournalJournal of International Management
Volume30
Issue number1
DOIs
Publication statusAccepted/In press - 2023

Keywords

  • Employer branding
  • Indonesia
  • Internal marketing
  • MNC subsidiaries
  • Strategy

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