An exploratory analysis of employer branding in healthcare

Abstract

Purpose The purpose of this paper is to explore how large, public companies in the health industry communicatively engage in employer branding on career homepages. Design/methodology/approach An exploratory content analysis of the career homepages (N = 42; 8,500) was conducted to analyze the communication of successful organizations in four realms of the public health-care industry to include Biotech (n =10), Managed Health Care (n = 8), Medical and Equipment Supplies (n = 12) and Pharmaceuticals (n = 12). Findings The analysis revealed the following ten major themes of content: Worldview, Stakeholders, Environment, Excellence, Dedication, Aid, Unity, Advancement, Distinctiveness and Industry/Organization. Additionally, the results revealed that health-care employer branding often communicated about Stakeholders, Industry/Organization and Advancement. Research limitations/implications The results of this study aid researchers in understanding the foundational content of employee branding efforts in the health industry. Practical implications The results assist practitioners in understanding how different health-care industries and organizations engage in employer branding on career homepages. Originality/value The results of this study function to both confirm previous findings related to employer branding and extend research on employer branding into the career homepages of organizations in the health-care industry.

Investigating the effect of service feedback and physician popularity on physician demand in the virtual healthcare environment

“…The contributions of the Internet in healthcare give importance to these new perspectives in e-health by altering the way that patients use and contribute to health-related information. The Internet has modified conventional healthcare models with the digital health phenomena (Berry and Martin, 2019;Yang and Zhang, 2019). Consumers can gain healthcare knowledge and treatment by visiting the online healthcare market, and physicians can provide healthcare consultation services at physical hospitals or clinics (Chen et al, 2020;.…”

Understanding the influence of professional status and service feedback on patients' doctor choice in online healthcare markets

“…The Internet and the eHealth phenomenon have changed the traditional healthcare model (Yang and Zhang, 2019; Berry and Martin, 2019). Online healthcare markets provide a convenient platform for patients to obtain healthcare information and treatment, and for doctors (from brick-and-mortar hospitals) to provide healthcare consultation services (Chen et al , 2020; Yang et al , 2020).…”

Healthcare brands sound off: evaluating the influence of sonic branding in shaping consumer perceptions

“…Examination of how consumers respond to website and social media versions of a sonic logo would also add to our understanding of healthcare branding through online media (Zhang et al, 2021). A further extension of the sonic branding concept could consider the effects of sonic branding on existing employees (internal branding) as IJPHM 17,3 well as other human resource concerns such as recruiting (Gapp and Merrilees, 2006;Puncheva-Michelotti et al, 2018;Berry and Martin, 2019).…”

“…As the healthcare landscape becomes more competitive, branding continues to be essential to healthcare companies interested in increasing patient acquisition and growing business (Berry and Martin, 2019; Bairrada et al , 2021). Brands have commonly incorporated visual elements, including the brand’s visual logo and colors, to identify and communicate the personality of the brand.…”