https://repository.stimlasharanjaya.ac.id/id/eprint/343 2026-08-09T02:08:03Z info:eu-repo/semantics/descriptiveMetadata https://repository.stimlasharanjaya.ac.id/id/eprint/343/ BUILDING IMAGE, DRIVING PERFORMANCE: THE SYNERGY OF GREEN HRM AND EMPLOYER BRANDING Citta, Andi Batary Putro, Guntur Suryo Arfiany Galib, Mukhtar This study examines how Green Human Resource Management (GHRM) and Perceived Organizational Support (POS) shape employer branding and company performance in Indonesia’s digital startups. The contribution lies in extending Resource-Based View and Signaling Theory by positioning green practices and organizational support as strategic resources and credible signals that influence branding pathways rather than direct performance. A survey of 255 employees and driver-partners analyzed with PLS-SEM shows that GHRM builds employer branding but does not directly raise performance, while POS improves both branding and performance. Employer branding emerges as the key mediator that converts internal practices into external outcomes. The findings offer clear guidance for digital startup leaders: invest in green HR and supportive climates not for immediate financial gain, but for the long term branding strength that sustains competitiveness. Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia 2025-12 Artikel NonPeerReviewed text en https://repository.stimlasharanjaya.ac.id/id/eprint/343/1/building-image-driving-performance-the-synergy-of-green-hrm-and-employer-branding.pdf Andi Batary Citta; Guntur Suryo Putro; Arfiany; Mukhtar Galib. BUILDING IMAGE, DRIVING PERFORMANCE: THE SYNERGY OF GREEN HRM AND EMPLOYER BRANDING (December 2025) Artikel Jurnal Green Human Resource Management; Perceived Organizational Support; Employer Branding; Corporate Performance; Digital Startups https://doi.org/10.24252/minds.v12i2.59530 https://doi.org/10.24252/minds.v12i2.59530 info:eu-repo/semantics/objectFile info:eu-repo/semantics/humanStartPage