Green HRM and employer branding: corporate environmental sustainability and organizational safety climate mediating role and moderating role of job experience

Purpose This study purposes a model based on competitive advantage theory, social identity theory and signaling theory that explores the relationship between GHRM and employer branding mediated by corporate environmental sustainability and organizational safety climate and employees experience as a moderator. Design/methodology/approach Data were gathered using a survey questionnaire from 329 employees working in this sector. Structural Equational Modeling was employed for data analysis through Smart PLS. Findings Results confirm that GHRM has a positive influence on corporate environmental sustainability and corporate environmental sustainability has a positive influence on organizational safety climate. Further, the results confirm that the organizational safety climate has a positive influence on employer branding. The results of partial least squares multi-group analysis show that difference between job experience influences employer branding. The results also lend support to the mediating effects of corporate environmental sustainability between GHRM and organizational safety climate, and the mediating effect of organizational safety climate between GHRM and employer branding. Practical implications The findings of the study guide policymakers and management of the textile industry to emphasize GHRM in order to make a working climate clean and safe. This working environment will be their competitive edge and a source of their organization branding. Originality/value HR literature has largely overlooked the physical work environment, instead focusing on psychological safety, for example (job stress, emotional exhaustion). This study presents a model demonstrating that a green work environment, fostered through GHRM practices enhances employer branding.