This is the name of a king who destroyed the city of Beth Arbel around 740 BC. His army murdered women and children in the attack. (See: [[rc://en/ta/man/translate/translate-names]])
Here "Bethel" represents the people who live there. The prophet addresses the people of Bethel as if they were there listening to him. (See: [[rc://en/ta/man/translate/figs-metonymy]] and [[rc://en/ta/man/translate/figs-apostrophe]])