Enhancing employer branding through virtual reality: The role of E-HRM service quality and HRM effectiveness in the hotel industry of Pakistan

The hotel industry has been transformed with hybrid workplaces and fast digitalisation due to the pandemic, while immersive VR-based simulation applications have been widely used to sustain employer branding. In this regard, the purpose of this study is to examine the crucial role of virtual reality (VR) to leverage employer branding in the hotel industry. It also investigates the effect of VR on E-HRM service quality and HRM effectiveness. Data was collected from 175 hotel employees using a survey form and analysed with PLS-SEM. The findings show that VR plays a key role in improving the E-HRM service quality in hotels. E-HRM service quality also significantly contributes to the positive assessment of E-HRM that ultimately leads to HRM effectiveness. Findings elucidate that HRM effectiveness is one of the driving factors that positively influence employer branding. This research study has substantial practical contributions for the top management and HR practitioners with regard to the efficient use of VR in the hotel industry.