SUCCESSFUL BRANDS OR THE KEY TO SUCCESS OF ANY COMPANY THE EMPLOYER BRAND

Emanoil Muscalu () and Alexandra St?ni? ()
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Emanoil Muscalu: Faculty of Economic Sciences, “Lucian Blaga” University of Sibiu, Romania,
Alexandra St?ni?: Faculty of Economic Sciences, “Lucian Blaga” University of Sibiu, Romania,

Review of General Management, 2012, vol. 16, issue 2, 215-225

Abstract: Human resource management is developing today like digital technologies, almost in real time. A multidisciplinary field by excellence, human resource management has moved from Taylor’s principles of scientific management where people were considered labelling employees, to personal, human resources, and currently we are talking about human capital. All these terms actually mean major paradigm shift in the field, changes which mean every time another way of doing business, including another way to perceive, think, deal, attract, coordinate our current and future employees. In this context, the use of marketing techniques to attract the right employees has become an imperative. Given that fact that the labour market is still a market, here we are also talking about the competition to attract and retain the best candidates. These constraints have imposed the appearance of a new strategy, direction, even concept in human resource management: the employer brand.

Keywords: Human resource management; brand; employer brand; human resources. (search for similar items in EconPapers)
JEL-codes: O10 O15 (search for similar items in EconPapers)
Date: 2012
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