Impact of Green Hiring on Employer Brand Image with Mediation Role of Perceived Organizational Prestige
DOI:
https://doi.org/10.29145/jmr.132.03Keywords:
employer brand image, green hiring, green human resource management, higher educational institutes, perceived organizational prestigeAbstract
The current research aimed to explore as to how Green Human Resource Management (GHRM) practices attract potential job candidates in Higher Education Institutes (HEI’s) in Karachi, Pakistan. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze survey data from 317 faculty and administrative staff members of private HEI’s in Karachi. The results revealed that environmentally-focused sustainability initiatives, such as Green Hiring (GH) and Green Work Environment (GWE) in HRM significantly enhance organizational reputation. This improved prestige, in turn, strengthens Employer Brand Image (EBI). This explains how green practices boost organizational identification, send positive messages, and enhance employer brand. This supports a combined theoretical approach that draws from Signaling Theory (ST), Social Identity Theory (SIT), and Reputation Theory (RT). However, some recruitment practices do not contribute directly to employer attractiveness, their direct effect remains limited. The findings highlighted the significance of better planning, execution, and promoting green initiatives for sustainability as well as for enhancing internal organizational standing and external employer attraction. Additionally, the research highlighted the strategic value of integrating sustainability into Human Resource (HR) policies and workplace environments. It contributed to the literature on GHRM by offering empirical evidence from a developing country’s private education sector and a replicable framework for future organizational assessments.
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