TY  - JOUR
EP  - 634
SN  - ISSN-E: 2597-6990  ISSN-P: 2442-4951
KW  - Green Human Resource Management; Perceived Organizational Support; Employer Branding; Corporate Performance; Digital Startups
Y1  - 2025/12//
AV  - public
TI  - BUILDING IMAGE, DRIVING PERFORMANCE: THE SYNERGY
OF GREEN HRM AND EMPLOYER BRANDING
ID  - stimrepo343
IS  - 2
UR  - https://repository.stimlasharanjaya.ac.id/id/eprint/343/
A1  - Citta, Andi Batary
A1  - Putro, Guntur Suryo
A1  - Arfiany
A1  - Galib, Mukhtar
N2  - 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.
VL  - 12
SP  - 621
PB  - Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia
JF  - Jurnal Minds: Manajemen Ide dan Inspirasi
ER  -