Employer branding is an important process in marketing to ensure the smooth delivery of branding strategies. Nevertheless, research focusing on the process of employer branding within international subsidiaries is scant. Thus, this research explores the process of developing employer branding for international subsidiaries to suit the multinational company (MNC) hotels' branding strategies. In particular, the current study examines the critical factors that could support and forestall employer branding within MNC hotel subsidiaries in Indonesia. Using a qualitative approach, semi-structured interviews were conducted with three different actors (i.e., expatriate manager, local manager, and regional executives). The results reveal that the company employer branding process is being influenced by several factors that exist only in the country of the MNC hotel subsidiaries. This study is important to explain the contextual factors of stakeholder preferences in the management of internal marketing within international MNC subsidiaries.

雇主品牌是营销中确保品牌战略顺利实施的重要过程。然而，关注国际子公司雇主品牌建设过程的研究却很少。因此，本研究探讨了为国际子公司开发雇主品牌的过程，以适应跨国公司（MNC）酒店的品牌战略。特别是，当前的研究调查了可以支持和阻止印度尼西亚跨国酒店子公司雇主品牌建设的关键因素。使用定性方法，对三个不同的参与者（即外籍经理、当地经理和区域高管）进行半结构化访谈。结果表明，公司雇主品牌建设过程受到仅存在于跨国酒店子公司所在国的几个因素的影响。这项研究对于解释国际跨国公司子公司内部营销管理中利益相关者偏好的背景因素非常重要。