Architecting future sustainability: explaining the role of green HRM in employer branding

Purpose This study explores the impact of Green HRM Practices and Environmental Sustainability on Employer Branding. It investigates how incorporating Green HRM practices promotes Environmental Sustainability, which creates a positive Employer Brand that attracts younger, environmentally concerned employees. Design/methodology/approach Based on a quantitative analysis, data was collected from employees working in the Textile and Renewable Energy Sector firms in Pakistan. The data was analyzed using SMART PLS and SPSS. Findings The findings reveal that Green HRM practices are not significantly related to Environmental Sustainability. However, Environmental Sustainability is positively related to Employer Branding, with a moderation effect of generational differences between Environmental Sustainability and Employer Branding. Practical implications Managers in the textile sector can attract individuals through employer branding. They can advertise and focus on sustainability practices like waste reduction and energy conservation. Managers can integrate environmental criteria into recruitment, training and performance evaluation that will motivates employees to prioritize sustainability in their roles. Top management support for GHRMP builds competencies that foster eco-friendly actions across the workforce and enhance organizational performance. Originality/value In today’s strategically competitive age, organizations aim to have the best talent onboard to ensure optimized performance and productivity while building a sustainable competitive advantage in the long run. On the other hand, sustainability has become a growing concern for organizations, as the young workforce consisting of Millennials and Gen Z prefers organizations that indulge in eco-friendly business practices. The current emphasis on sustainability has had a considerable impact on organizational strategy, especially in the field of green HRM. This study seeks to further advance the previous research. By addressing the gaps in existing literature, the research seeks to provide insight into how Green HRM practices and environmental sustainability initiatives can influence Employer Branding for the companies in the textile and renewable energy sectors in Pakistan.