Repository STIM Lasharan Jaya MakassarBUILDING IMAGE, DRIVING PERFORMANCE: THE SYNERGY OF GREEN HRM AND EMPLOYER BRANDINGAndi BataryCittaauthorGuntur SuryoPutroauthorArfianyauthorMukhtarGalibauthorThis 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.2025-12Management Department, Universitas Islam Negeri Alauddin Makassar, IndonesiaArtikel

For work being deposited by its own author: In self-archiving this collection of files and associated bibliographic metadata, I grant Repository STIM Lasharan Jaya Makassar the right to store them and to make them permanently available publicly for free on-line. I declare that this material is my own intellectual property and I understand that Repository STIM Lasharan Jaya Makassar does not assume any responsibility if there is any breach of copyright in distributing these files or metadata. (All authors are urged to prominently assert their copyright on the title page of their work.)

For work being deposited by someone other than its author: I hereby declare that the collection of files and associated bibliographic metadata that I am archiving at Repository STIM Lasharan Jaya Makassar is in the public domain. If this is not the case, I accept full responsibility for any breach of copyright that distributing these files or metadata may entail.

Clicking on the Deposit Item Now button indicates your agreement to these terms.