The enhancement of the employer branding strategies of Polish hospitals through the detection of features which determine employer attractiveness: a multidimensional perspective

Polish healthcare providers already struggle with a deficiency concerning human resources, especially with regard to doctors and nurses. Because of this, effective HRM interventions should be taken in order to attract and retain medical personnel. Employer branding is one such intervention because it not only results in improving the organization's reputation as an employer but also improving HRM practices. However, to create an effective employer branding strategy, a contextual approach should be taken. Because of this, the aim of the study is to assess the importance of various factors influencing medical personnel’s perception of a hospital’s attractiveness as an employer.

The study was performed among 285 hospitals in Poland assuming a confidence level of 0.95. In each hospital, five respondents took part in the survey. The first cohort of respondents named ‘Directors’ consisted of hospital directors or employees authorized by them, mostly HR specialists. The other four groups were: ‘Hybrid Doctors Managers’ (individuals who had the roles of both doctor and manager); ‘Hybrid Nurses Managers’ (having the roles of both manager and nurse); ‘Physicians’; ‘Nurses’. Due to the ordinal nature of the data, the chi-square test of independence was used and the V-Cramer coefficient was determined. To indicate significant discrepancies between the responses of the respondents’ cohorts, the Kruskal–Wallis rank test was conducted.

Various groups of respondents perceive hospital attractiveness as an employer differently. While the opinions of medical personnel are more or less homogeneous, the cohort of employees responsible for HRM are less consistent with regard to their perception of hospital attractiveness. Additionally, ‘Directors’ highlight tangible factors determining hospital desirability. Moreover, their hierarchy of the top five factors influencing EB clearly exposes their quantitative orientation towards hospital performance management. Medical personnel hierarchies of the determinants expose qualitative orientation. Excluding country-dependent factors, such as regularity of remuneration payment, the professionals value such determinants as a nice work atmosphere, cooperation with colleagues (specialists), good working conditions and, most importantly, employment stability. The last determinant results from generational and gender tendencies (feminization), and yet it stands in contradiction with a tendency of flexible employment implemented in most developed countries due to a lack of medical personnel.

The results showed the importance of adapting employer branding strategies to the medical professional groups (doctors and nurses). This is because their perception of employers’ attractiveness differ. In addition, elements of the profession genotypes play an important role in how the physicians and nurses value various factors creating the employers’ attractiveness. The research also revealed the fact that top managers or HR specialists can wrongly identify the hospitals attractiveness since they are more quantitatively than qualitatively oriented. For this reason, they may implement inefficient EB strategies.