THE IMPACT OF GREEN RECRUITMENT AND SELECTION PRACTICES ON EMPLOYER BRAND IMAGE: A STUDY OF ABC COMPANY IN SRI LANKA

Abstract

In today’s environmentally conscious business environment, organizations are increasingly adopting green human resource management practices to demonstrate sustainability and enhance their employer brand. This study investigated the impact of green recruitment and selection practices on employer brand image, focusing on three dimensions: integration of environmental values into job descriptions, selection based on candidates’ environmental attitudes and behaviours, and the promotion of eco-friendly employer branding during recruitment. Grounded in signaling theory and social identity theory, the study examined how such practices attract and retain sustainability-oriented talent. Data were collected from 120 employees and HR professionals in the Sri Lankan service sector using a structured questionnaire. The data were analyzed using SPSS version 23.0 through descriptive statistics, correlation, and regression analyses. The findings indicated a strong positive relationship between green recruitment and selection practices and employer brand image, with green selection practices explaining a significant proportion of the variance. This study contributed theoretically by strengthening the link between green HRM and employer branding literature and practically by providing actionable insights for organizations aiming to enhance their reputation through sustainable hiring practices. Future researchers can test these findings in different industries and cultural settings to determine the broader applicability and potential benefits of these practices.