Creating and maintaining employer brand during COVID-19 in NGOs: Not a luxury, but an imperative | Zendy

Mohammad A. Ta’Amnha | Zendy; Ghazi A. Samawi | Zendy; Metri Mdanat | Zendy

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Creating and maintaining employer brand during COVID-19 in NGOs: Not a luxury, but an imperative

Author(s) -

Mohammad A. Ta’Amnha,

Ghazi A. Samawi,

Metri Mdanat

Publication year - 2021

Language(s) - English

Resource type - Conference proceedings

DOI - 10.22495/cgsetpt18

Subject(s) - covid-19 , dimension (graph theory) , conservation of resources theory , pandemic , business , face (sociological concept) , public relations , key (lock) , marketing , psychology , knowledge management , social psychology , political science , sociology , computer science , computer security , mathematics , medicine , social science , disease , pathology , virology , infectious disease (medical specialty) , biology , outbreak , pure mathematics

The COVID-19 pandemic has affected every aspect of organizations since it appeared. This study investigates the support offered by non-governmental organizations (NGOs) to their workers to create and maintain an attractive employer brand (EB). This study used Hobfoll’s conservation of resources (COR) theory (Hobfoll, 1989) as a theoretical framework to explain how EB can be sustained during the COVID-19 pandemic. COR theory was developed to explain individuals’ attitudes and actions when they face stressful situations. The study found that organizational support is a key dimension of EB-COVID-19-support. Offering significant organizational resources to the employees enhances the EB in the eyes of current employees.

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