Traditional human resource management does not consider adopting a marketing approach in creating a
positive company image to enable the recruitment of better employees. Recently, however, many scholars
apply marketing principles to recruitment management. Marketing can help create an effective image for a
firm and position the firm as a good place to work. The study here examine ways marketing management
relates to recruitment marketing in the hospital industry and finds that a hospital's sustainable competitive
advantage, marketing strategy, and employment brand equity can influence the intention of medical doctors
to pursue job opportunities.