FOSTERING EMPLOYEE COMMITMENT IN PHARMACEUTICAL COMPANY THROUGH GREEN HUMAN RESOURCES MANAGEMENT

Rina Anindita, Siti Nur Rapiah

Abstract


Currently, companies are faced with competition not only to get the best talent but to retain competent employees in the company, especially in the Pharmaceutical Industry, which in a pandemic situation still survives in the market. Companies need to create a strategy that can support increased employee commitment, and Employer Branding can be one of the strategies that can build a positive view so that it can influence employees to stay in the company. This research aims to analyze the effect of Employer Branding, Green Human Resources Management (GHRM), on Corporate Reputation and Employee Commitment among employees who understand GHRM with at least 1 year working period as a permanent employee in the Pharmaceutical Industry. This research was conducted on 238 respondents who met the research criteria, by distributing online questionnaires. The data processing method uses Structural Equation Modeling (SEM)-Partial Least Square (PLS). The research found that Employer branding has an influence on company reputation, but employer branding has no effect on employee commitment. Then, Green Human Resources Management (GHRM) has an influence on company reputation, company reputation has an influence on employee commitment, and green human resources management (GHRM) has a role that can affect employee commitment. This condition requires an active role of leaders in dealing with talent war condition in talent market by finding effective ways to retain competent employees in the company by fostering a sense of commitment in employees. Leaders in the company need to create better plans which support increased employee commitment, one of the plans is optimizing employee involvement through the application of green human resources management (GHRM). In this condition, leaders must play an active role to increase employee’s commitment, such as clarifying the goals that the company wants to achieve, involving employees in every decision or policy making in the team, and increasing employees' emotional feelings towards the company by paying attention to employee comfort at work and in the work environment.


Keywords


Employer Branding; Green Human Resources Management (GHRM); Company Reputation; Employee Commitment

Full Text:

PDF

References


Ahmad, S. 2015. Green Human Resource Management: Policies and Practices. In Cogent Business and Management, Vol. 2, Issue 1. DOI: https://doi.org/10.1080/23311975.2015.1030817.

Allen, N. J. and Meyer, J. P. 1990. The Measurement and Antecedents of Affective, Continuance, and Normative Commitment to the Organization. Journal of Occupational Psychology.

Almeida, M. da G. M. C. and Coelho, A. F. M. 2019. The Antecedents of Corporate Reputation and Image and Their Impacts on Employee Commitment and Performance: The Moderating Role of CSR. Corporate Reputation Review, 22(1), pp. 10–25. DOI: https://doi.org/10.1057/s41299-018-0053-8.

Alniacik, U., Cigerim, E., Akcin, K., and Bayram, O. 2011. Independent and Joint Effects of Perceived Corporate Reputation, Affective Commitment and Job Satisfaction on Turnover Intentions. Procedia - Social and Behavioral Sciences, 24, pp. 1177–1189. DOI: https://doi.org/10.1016/j.sbspro.2011.09.139.

Alves, P., Santos, V., Reis, I., Martinho, F., Martinho, D., Sampaio, M. C., Sousa, M. J., and Au-Yong-Oliveira, M. 2020. Strategic Talent Management: The Impact of Employer Branding on The Affective Commitment of Employees. Sustainability, 12(23), pp. 1–21. DOI: https://doi.org/10.3390/su12239993.

Ambler, T. and Barrow, S. 1996. The Employer Brand. Journal of Brand Management, 4(3), pp. 185–206. DOI: https://doi.org/10.1057/bm.1996.42.

Anindita, R. and Cahyadi, L. 2018. Aplikasi Model RASCH Pada Perguruan Tinggi Swasta. 2011.

Anindita, R., Michael, P., Pratiwi, M. T., and Roespinoedji, R. 2020. How Perceived Organizational Support Effect Employee Commitment Moderated by Work Duration among Employees in Travel Industries. Review of International Geographical Education, 1 (6), pp. 1178–1193. DOI: https://doi.org/10.48047/rigeo.11.06.134.

Aprilda, R. S., Purwandari, D. A., and Syah, T. Y. R. 2019. Servant Leadership, Organization Commitment and Job Satisfaction on Organizational Citizenship Behaviour. Journal of Multidisciplinary Academic, 03(04), pp. 57–64.

Aryska, M. 2017. Pengaruh Reputasi Perusahaan dan Kualitas Pelayanan terhadap Kepuasan Pasien (Kasus Rumah Sakit Islam Ibnu Sina Pekanbaru). Journal of Chemical Information and Modeling, 4(1).

Bauman, C. W. and Skitka, L. J. 2012. Corporate Social Responsibility as a Source of Employee Satisfaction. Research in Organizational Behavior, 32. DOI: https://doi.org/10.1016/j.riob.2012.11.002.

Chun, R. 2005. Corporate Reputation: Meaning and Measurement. International Journal of Management Reviews, 7(2).

Das, V. T. and Rao, P. H. 2011. Employer Brand in India: A Strategic HR Tool for Competitive Advantage. I-Manager's Journal on Management, 6(1), pp. 1–7. DOI: https://doi.org/10.26634/jmgt.6.1.1498.

Dick, A., Chakravarti, D., and Biehal, G. 1990. Memory-Based Inferences during Consumer Choice. Journal of Consumer Research, 17 (1). DOI: https://doi.org/10.1086/208539.

Dilhani-Akuratiya, A. and Anuradha-Akuratiya, D. 2017. Influence of Employer Branding on Organizational Culture, Employee Identity and Employee Commitment Influence of Perceived Employer Branding on Perceived Organizational Culture, Employer Identity and Employee Commitment View project Influence of Perceived. Article in International Journal of Scientific and Technology Research, 6, 8. www.ijstr.org.

Dutton, J. E., Dukerich, J. M., and Harquail, C. V. 1994. Organizational Images and Member Identification. Administrative Science Quarterly,39(2), pp. 239. DOI: https://doi.org/10.2307/2393235.

Edwards, M. R. 2009. An Integrative Review of Employer Branding and OB Theory. Personnel Review, 39(1). DOI: https://doi.org/10.1108/00483481011012809.

Ekhsan, M. and Fitri, N. 2021. Pengaruh Employer Branding terhadap Minat Melamar Pekerjaan dengan Reputasi Perusahaan sebagai Variabel Mediasi. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi (JEMBA). DOI: https://doi.org/10.47709/jebma.v1i2.975.

Elmasri, R. 2017. Data Definition. Encyclopedia of Database Systems, pp. 1–2. DOI: https://doi.org/10.1007/978-1-4899-7993-3_80736-1.

Esenyel, V. and Ca, W. C. 2019. The Influence of Corporate Reputation on Affective Organizational Commitment: The Role of Value Congruence as Mediator. International Journal of Organizational Leadership, 8, pp. 60–70.

Fombrun, C. J., Gardberg, N. A., and Sever, J. M. 2000. The Reputation Quotient SM: A Multi-stakeholder Measure of Corporate Reputation. Journal of Brand Management, 7(4).DOI: https://doi.org/10.1057/bm.2000.10.

Fornell, C. and Larcker, D. F. 1981. Evaluating Structural Equation Models with Unobservable Variables. Journal of Marketing Research, XVIII(February).

Gatewood, R. D., Gowan, M. A., and Lautenschlager, G. J. 1993. Corporate Image, Recruitment Image and Initial Job Choice Decisions. Academy of Management Journal, 36 (2). DOI: https://doi.org/10.2307/256530.

Gavilan, D., Avelló, M., and Lores, S. F. 2013. Employer Branding: Employer Brand Experience and Its Effect on Affective Commitment. Revista Internacional de Investigación En Comunicación ADResearch ESIC, 7.

Goff, D. A., Ashiru-Oredope, D., Cairns, K. A., Eljaaly, K., Gauthier, T. P., Langford, B. J., Mahmoud, S. F., Messina, A. P., Michael, U. C., Saad, T., and Schellack, N. 2020. Global Contributions of Pharmacists during the COVID-19 Pandemic. JACCP Journal of the American College of Clinical Pharmacy, 3(8). DOI: https://doi.org/10.1002/jac5.1329.

Gray, E. R. and Balmer, J. M. T. 1998. Managing Corporate Image and Corporate Reputation. Long Range Planning, 31(5). DOI: https://doi.org/10.1016/S0024-6301(98)00074-0.

Hadi, D. P. and Indradewa, R. 2019. The Service Quality Effect on Corporate Reputation, Customers Satisfaction, and Loyalty. Journal of Multidisciplinary Academic, 03(03).

Hair, J. F. 2009. Multivariate Data Analysis: A Global Perspective (7th ed.). Prentice Hall.

Hair, J., Hollingsworth, C. L., Randolph, A. B., and Chong, A. Y. L. 2017. An Updated and Expanded Assessment of PLS-SEM in Information Systems Research. Industrial Management and Data Systems, 117(3), pp. 442–458. DOI: https://doi.org/10.1108/IMDS-04-2016-0130.

Hanu, C., Amegbe, H., and Mensah, P. 2021. Your Future Employer: Employer Branding, Reputation, and Social Media. African Journal of Inter/Multidisciplinary Studies, Volume 3, Issue 1. DOI: https://doi.org/10.51415/ajims.v3i1.860.

Hatch, M. J. and Schultz, M. 2001. Are the Strategic Stars Aligned for Your Corporate Brand?. Harvard Business Review, 79(2).

Heilmann, P., Saarenketo, S., and Liikkanen, K. 2013. Employer Branding in Power Industry. International Journal of Energy Sector Management, 7(2), pp. 283–302. DOI: https://doi.org/10.1108/IJESM-03-2012-0003.

Hidayati, N. 2021. Pengaruh Reputasi Perusahaan terhadap Organizational Citizenship Behavior yang Dimediasi oleh Komitmen Afektif pada Karyawan PT. Surabaya Industrial Estate Rungkut (SIER).

Hosain, S., Rahman, S., Sajjad-Hosain, M., and Sadiqurrahman, M. 2016. Green Human Resource Management: A Theoretical Overview. IOSR Journal of Business and Management (IOSR-JBM), 18, pp. 54–59. DOI: https://doi.org/10.9790/487X-1806035459.

Huo, W., Li, X., Zheng, M., Liu, Y., and Yan, J. 2020. Commitment to Human Resource Management of the Top Management Team for Green Creativity. Sustainability. DOI: https://doi.org/10.3390/su12031008.

Jackson, S. E., Renwick, D. W. S., Jabbour, C. J. C., and Muller-Camen, M. 2011. State-of-the-Art and Future Directions for Green Human Resource Management: Introduction to the Special Issue. German Journal of Human Resource Management, 25(2). DOI: https://doi.org/10.1177/239700221102500203.

Juliandi, A. 2018. Structural Equation Model Partial Least Square (SEM-PLS) dengan SmartPLS. Academia, pp. 1–4.

Kaiser, M. and Regjepaj, A. 2019. Impact of Employer Branding on Employee Commitment and Satisfaction Moderated by Generation X and Y.

Khanolkar, R. S. 2013. Influence of Employer Branding on Satisfaction and Commitment of Generation Y Employees. Journal of Business and Management, July.

Kimpakorn, N. and Tocquer, G. 2009. Employees' Commitment to Brands in the Service Sector: Luxury Hotel Chains in Thailand. Journal of Brand Management, 16(8). DOI: https://doi.org/10.1057/palgrave.bm.2550140.

Leguina, A. 2015. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). International Journal of Research and Method in Education, 38(2). DOI: https://doi.org/10.1080/1743727x.2015.1005806.

Mandip, G. 2012. Green HRM: People Management Commitment to Environmental Sustainability. Research Journal of Recent Sciences, 1, pp. 244–252. www.isca.in.

Margaretha, M. and Saragih, S. 2013. Develping New Corporate Culture through Green Human Resource Practice. International Conference on Business, Economics, and Accounting, March.

Meyer, J. P. and Allen, N. J. 1997. Commitment in The Workplace: Theory, Research, and Application. Sage Publications India Pvt. Ltd.

Mishra, P. 2017. Green Human Resource Management: A Framework for Sustainable Organizational Development in an Emerging Economy. International Journal of Organizational Analysis, 25(5). DOI: https://doi.org/10.1108/IJOA-11-2016-1079.

Moroko, L. and Uncles, M. D. 2009. Employer Branding and Market Segmentation. Journal of Brand Management, 17(3). DOI: https://doi.org/10.1057/bm.2009.10.

Mosley, R. W. 2007. Customer Experience, Organisational Culture and The Employer Brand. Journal of Brand Management, 15(2), pp. 123–134. DOI: https://doi.org/10.1057/pal-grave.bm.2550124.

Nejati, M. and Ahmad, N. 2015. Job Seekers' Perception of Green HRM. Conference on Green Human Resource Management (CGHRM) Brary Quarterly, August.

Ningkiswari, I. A. and Wulandari, R. D. 2018. Pengaruh Kepuasan Kerja Terhadap Komitmen Karyawan Rumah Sakit Mata Undaan Surabaya. Jurnal Administrasi Kesehatan Indonesia, 5(2). DOI: https://doi.org/10.20473/jaki.v5i2.2017.162-167.

Özcan, F. and Elçi, M. 2020. Employees' Perception of CSR Affecting Employer Brand, Brand Image, and Corporate Reputation. SAGE, 10(4). DOI: https://doi.org/10.1177/2158244020972372.

Pham, N. T., Tučková, Z., and Phan, Q. P. T. 2019. Greening Human Resource Management and Employee Commitment towards the Environment: An Interaction Model. Journal of Business Economics and Management, 20(3), pp. 446–465. DOI: https://doi.org/10.3846/jbem.2019.9659.

Potgieter, A. and Doubell, M. 2018. Employer Branding as a Strategic Corporate Reputation Management Tool. African Journal of Business and Economic Research (AJBER), June. DOI: https://doi.org/10.31920/Employer.

Potgieter, A. and Doubell, M. 2020. The Influence of Employer Branding and Employees' Personal Branding on Corporate Branding and Corporate Reputation. African Journal of Business and Economic Research, 15(2). DOI: https://doi.org/10.31920/1750-4562/2020/V15N2A6.

Purnama, N. D. and Nawangsari, L. C. 2019. Pengaruh Green Human Resource Management terhadap Sustainability Business: Pendekatan Konsep the Effect of Green Human Resource Management Against Sustainability Business: A Conceptual Approach. Seminar Nasional Peningkatan Mutu Perguruan Tinggi, 29.

Purnono, R., Arifin Mukti, M., and Kurniasih, R. 2019. Employer Branding: Persepsi Generasi Milenial. Seminar Nasional Dan Call for Papers ”Pengembangan Sumber Daya Perdesaan dan Kearifan Lokal Berkelanjutan IX”. www.cnnindonesia.com.

Putri, Y. R. and Sugandi, M. S. 2017. Pengaruh Employer Branding dan Employer Value Proposition terhadap Komitmen Organisasi Dosen Telkom University. Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi), 3(1), pp. 73. DOI: https://doi.org/10.25124/liski.v3i1.808.

Reutlinger, J. 2012. Sustainable Marketing: The Importance of Being a Sustainable Business. Lahti University of Applied Sciences, pp. 72.

Riordan, C. M., Gatewood, R. D., and Barnes Bill, J. 1997. Corporate Image: Employee Reactions and Implications for Managing Corporate Social Performance. Journal of Business Ethics, 16(4). DOI: https://doi.org/10.1023/A:1017989205184.

Saini, G. K. and Jawahar, I. M. 2019. The In-fluence of Employer Rankings, Employment Experience, and Employee Characteristics on Employer Branding as an Employer of Choice. Career Development International, 24(7), pp. 636–657. DOI: https://doi.org/10.1108/CDI-11-2018-0290.

Sekaran, U. and Bougie, R. 2016. Research Methods for Business: A Skill Building Approach. In Wiley PLUS Learning Space Card.

Sharma, R. and Prasad, A. 2018. Employer Brand and Its Unexplored Impact on Intent to Join. International Journal of Organizational Analysis, 26(3), pp. 536–566. DOI: https://doi.org/10.1108/IJOA-11-2017-1280.

Silaban, N. and Syah, T. Y. R. 2018. The Influence of Compensation and Organizational Commitment on Employees’ Turnover Intention. IOSR Journal of Business and Management (IOSR-JBM), 20(3), DOI: https://doi.org/10.9790/487X-2003010106.

Sivertzen, A. M., Nilsen, E. R., and Olafsen, A. H. 2013. Employer Branding: Employer Attractiveness and the Use of Social Media. Journal of Product and Brand Management, 22(7). DOI: https://doi.org/10.1108/JPBM-09-2013-0393.

Suharti, L. and Sugiarto, A. 2020. A Qualitative Study of Green HRM Practices and Their Benefits in the Organization: An Indonesian Company Experience. Business: Theory and Practice, 21(1), pp. 200–211. DOI: https://doi.org/10.3846/btp.2020.11386.

Syah, T. Y. R. 2013. Perbedaan Pengaruh Citra Merek dan Reputasi Perusahaan terhadap Kualitas Produk, Nilai Pelanggan dan Loyalitas Pelanggan di Pasar Bisnis. Jurnal Ekonomi, 4(2) (November), pp. 209–226.

Tang, G., Chen, Y., Jiang, Y., Paillé, P., and Jia, J. 2018. Green Human Resource Management Practices: Scale Development and Validity. Asia Pacific Journal of Human Resources, 56(1), pp. 31–55. DOI: https://doi.org/10.1111/1744-7941.12147.

Tkalac-Verčič, A. and Sinčić-Ćorić, D. 2018. The Relationship Between Reputation, Employer Branding and Corporate Social Responsibility. Public Relations Review, 44(4), pp. 444–452. DOI: https://doi.org/10.1016/j.pubrev.2018.06.005.

Upadhyaya, M. and Ayari, A. 2019. Relationship between Employer Branding, Employee Retention and Commitment in Pharmaceutical Industry: An Empirical Investigation. Proceedings on Engineering Sciences, 1(2). DOI: https://doi.org/10.24874/pes01.02.049.

Weigelt, K. and Camerer, C. 1988. Reputation and Corporate Strategy: A Review of Recent Theory and Applications. Strategic Management Journal, 9(5). DOI: https://doi.org/10.1002/smj.4250090505.

Wulandari, T. D. 2013. Pengaruh Tanggung Jawab Perusahaan dalam Menanggulangi Krisis terhadap Reputasi Perusahaan. Jurnal Ilmu Komunikasi, 8(2). DOI: https://doi.org/10.24002/jik.v8i2.175.

Yousf, A. and Khurshid, S. 2021. Impact of Employer Branding on Employee Commitment: Employee Engagement as a Mediator. Vision. DOI: https://doi.org/10.1177/09722629211013608.

Zeesahn, M., Qureshi, T. W., Bashir, S., and Ahmed, U. 2020. Transformational Leadership and Corporate Reputation: Mediation Effects of Employer Branding. Journal of Management and Research, 7(1). DOI: https://doi.org/10.29145/jmr/71/070108.

Zhao, J., Liu, H., and Sun, W. 2020. How Proactive Environmental Strategy Facilitates Environmental Reputation: Roles of Green Human Resource Management and Discretionary Slack. Sustainability, 12(3). DOI: https://doi.org/10.3390/su12030763.




DOI: http://dx.doi.org/10.21776/ub.jam.2023.021.02.07

Refbacks

  • There are currently no refbacks.