High Impact Employer Branding Dimensions for Strategic Intellectual Capital Management in the 4.0 Digital Revolution: Challenges Facing the Healthcare Tourism Industry

Strategic talent management in the healthcare tourism industry is facing new challenges in this post-covid 19 era. The so called “Digital Revolution” intensified due to the pandemic, namely, bringing new organizational dynamics, more and more knowledge-based organizations and functions, greater demand for high-quality professionals, and a global shortage of qualified and talented professionals. The existing literature has been essentially focused on organizations and what they perceive as crucial and expect from their employees. In contrast, this study aims to identify which employer branding dimensions are perceived to be the most impactful by the professionals themselves and how that affects the levels of job satisfaction, organizational commitment, intent to stay and turnover intentions. For this purpose, an online questionnaire (N=300) was distributed to medical, engineering, management, and ICT (Information and Communications Technology) professionals in the healthcare tourism sector, which have shown greater difficulty in attracting and retaining qualified professionals. Based on results, we conclude that all the employer branding dimensions demonstrate a positive correlation towards job satisfaction, organizational commitment, intent to stay and an inverse correlation towards turnover intentions.