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Digital Corporate Identity in the Healthcare Sector: Cross-National Analysis of the HR Marketing of Hospitals
Abstract
German, Austrian and Swiss hospitals operate in a highly competitive labor market. Therefore, companies have to present themselves in a highly professional manner in the digital environment and shape their digital corporate identity. Therefore, the aim of this study is to analyze the digital corporate identity of international hospitals in order to uncover differences and to generate implications. To achieve this goal, the largest 20 hospitals of each country were analyzed by using unobtrusive measures. Accordingly, publicly available data has been generated without informing the participants, so as not to influence the sample. The findings show that none of the 60 hospitals analyzed achieved very good results. In contrast, for most of the hospitals there is room for improvement in relation to their digital corporate identities, which is surprising as the War for Talent is still ongoing. This is the first analysis of its kind, underlining the originality of our work.
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