A Grounded Theory Approach to Human Resource Marketing: Developing a New Theoretical Framework Based on Empirical Data

Abstract

This research endeavour aims to create a novel theoretical framework for Human Resource Marketing (HRMKT) using a grounded theory approach. A thorough comprehension of HRMKT was attained by examining several data sources, such as 15 in-depth interviews with HR professionals, focus groups with employees, and document analysis. The results demonstrate that HRMKT is a multifaceted phenomenon impacted by factors like employee experience, employer branding, talent management, and organizational culture. A novel theoretical framework is suggested, highlighting the collaborative interaction of these aspects for the successful implementation of HRMKT. This research enhances the understanding of HRMKT (Human Resource Management and Knowledge Transfer) and offers practical insights for firms aiming to optimize their talent management strategies.