Date Log
Submitted
14 July 2025
Accepted
29 September 2025
Published
4 October 2025
Copyright (c) 2025 Andi Batary Citta, Guntur Suryo Putro, Arfiany Arfiany, Mukhtar Galib (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Building Image, Driving Performance: The Synergy of Green HRM and Employer Branding
Corresponding Author(s) : Andi Batary Citta
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 12 No. 2 (2025): December
Abstract
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.
Keywords
Green Human Resource Management
Perceived Organizational Support
Employer Branding
Corporate Performance
Digital Startups
Citta, A. B., Putro, G. S., Arfiany, A., & Galib, M. (2025). Building Image, Driving Performance: The Synergy of Green HRM and Employer Branding. Jurnal Minds: Manajemen Ide Dan Inspirasi, 12(2), 621–634. https://doi.org/10.24252/minds.v12i2.59530
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References
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Creswell, J. W., & Hirose, M. (2019). Mixed methods and survey research in family medicine and community health. Family Medicine and Community Health, 7(2), e000086. https://doi.org/10.1136/fmch-2018-000086
Cristofaro, M. (2019). E-business evolution: An analysis of mobile applications’ business models. Technology Analysis & Strategic Management, 32(1), 88–103. https://doi.org/10.1080/09537325.2019.1634804
Elshaer, I. A., Fayyad, S., Mansour, M. A., Azazz, A. M. S., Elziny, M. N., & Semlali, Y. (2024). The nexus between green transformational leadership, employee behavior, and organizational support in the hospitality industry. Administrative Sciences, 14(6), Article 107. https://doi.org/10.3390/admsci14060107
Estifo, Z. G., Luo, F., & Faraz, N. A. (2019). Exploring the link between socially responsible HRM and affective commitment of employees in Ethiopian context. European Journal of Business and Management. https://doi.org/10.7176/ejbm/11-9-16
Faezah, J. N., Yusliza, M. Y., Ramayah, T., Jabbour, C. J. C., & Kot, S. (2024). Green human resource management and employee ecological behaviour: Testing green culture and green satisfaction as parallel mediators in Malaysian higher education. Corporate Social Responsibility and Environmental Management, 31(5), 4280–4297. https://doi.org/10.1002/csr.2800
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Guerci, M., Longoni, A., & Luzzini, D. (2016). Translating stakeholder pressures into environmental performance – The mediating role of green HRM practices. International Journal of Human Resource Management, 27(2), 262–289. https://doi.org/10.1080/09585192.2015.1065431
Gupta, A., Jangra, S., Bhardwaj, K., & Kumar, P. (2022). Factors affecting green human resource management practices. ECS Transactions, 107(1), 4571–4585. https://doi.org/10.1149/10701.4571ecst
Habib, M. A., Nabi, N., Bao, Y., Islam, M., Asha, A. A., & Dulal, M. (2021). Impact of strategic orientations on the implementation of green supply chain management practices and sustainable firm performance. Sustainability, 13(1), 340. https://doi.org/10.3390/su13010340
Hair, J. F., Sarstedt, M., Ringle, C. M., & Risher, J. J. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/ebr-11-2018-0203
Hanifia, C., & Ratnaningsih, I. Z. (2020). Hubungan antara persepsi dukungan organisasi dengan keseimbangan kerja-keluarga pada dosen wanita di Universitas Diponegoro Semarang [The relationship between perceived organizational support and work-family balance in female lecturers at Diponegoro University Semarang]. Jurnal Empati, 7(1), 130–135. https://doi.org/10.14710/empati.2018.20169
Heeks, R., Howson, K., Van Belle, J.-P., Nicholson, B., Mungai, P., Gomez-Morantes, J. E., & Graham, M. (2021). Digital platforms and institutional voids in developing countries: The case of ride-hailing markets. World Development, 145, Article 105528. https://doi.org/10.1016/j.worlddev.2021.105528
Karman, A. (2020). Understanding sustainable human resource management – Organizational value linkages: The strength of the SHRM system. Human Systems Management, 39(1), 51–68. https://doi.org/10.3233/hsm-190602
Kaur, R., & Shah, R. (2022). Employer branding at armed forces: Current and potential employees’ perspective. European Journal of Training and Development, 46(9), 798–819. https://doi.org/10.1108/EJTD-03-2019-0043
Khalid, H. A. M., Harun, H., Noor, A. M., & Hashim, H. M. (2021). Green human resource management, perceived organizational support and organizational citizenship behavior towards environment in Malaysian petroleum refineries. SHS Web of Conferences, 124, 11001. https://doi.org/10.1051/shsconf/202112411001
Kilay, A. L., Simamora, B. H., & Putra, D. P. (2022). The influence of e-payment and e-commerce services on supply chain performance: Implications of open innovation and solutions for the digitalization of micro, small, and medium enterprises (MSMEs) in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), Article 119. https://doi.org/10.3390/joitmc8030119
Kim, K. Y., Eisenberger, R., & Baik, K. (2016). Perceived organizational support and affective organizational commitment: Moderating influence of perceived organizational competence. Journal of Organizational Behavior, 37(4), 558–583. https://doi.org/10.1002/job.2081
Koseoglu, M. A., Arici, H. E., Saydam, M. B., & Olorunsola, V. O. (2024). Environmental, social and governance assets and diversity scores: Exploring their relationship to carbon emissions in global companies. Management Decision, 62(10), 3181–3207. https://doi.org/10.1108/md-05-2023-0818
Labrague, L. J., Van Bogaert, P., Leocadio, M. C., Mcenroe Petitte, D. M., & Tsaras, K. (2018). Perceptions of organizational support and its impact on nurses’ job outcomes. Nursing Forum, 53(3), 339–347. https://doi.org/10.1111/nuf.12260
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