Evaluating the employer branding mix model: a study in the Spanish healthcare sector

Abstract

Purpose: This research examines the applicability of the Employer Branding (EB) Mix model developed by Rayón et al. (2022), one of the few empirically validated models, to promote organizational commitment within the context of the Spanish healthcare sector. Design/methodology/approach: A questionnaire was administered to 310 employees of a national company in the Spanish healthcare sector. Several multiple regression models were run between the EB dimensions and those of employees’ organizational commitment. Findings: The results show that the elements of the EB Mix model have a positive relationship with employee’s commitment, especially affective and value commitment. Research limitations/implications: The existence of causality cannot be affirmed, in view of the sectional design with a single sample taken from the Spanish private healthcare sector. Additionally, it would be worth extending the analysis of the effect of the EB Mix model on the behavior of potential employees. Practical implications: This research is extremely relevant, given that it can help organizations in the health sector to implement EB programs. The model is an effective tool for retaining human talent and can generate a competitive advantage for organizations that use it. Originality/value: The EB Mix model presents a conceptually-based and empirically validated model that incorporates the perception of employees as co-creators of the internal brand, which promotes the democratization of organizations and includes the four Ps of the marketing mix.