MANAGEMENT EMPLOYER BRAND - MODERN APPROACHES AND DISPUT PRACTICE

Maria Ivanova

INTERNATIONAL SCIENTIFIC AND PRACTICAL CONFERENCE "HUMAN RESOURCE MANAGEMENT", 2019, issue 1, 157-169

Abstract: The concept of employer brand has evolved over the years and has taken on various dimensions according to the dynamics of society and changes in attitude towards "work". Like marketing concepts, the job of the employer brand is to manipulate the minds of potential consumers in a particular direction. Our goal is to outline the boundaries of manipulation, and our starting point is the limitations inherent in the employer brand in today's context. Concerning the conclusions about the management of the employer brand, we were based on the analysis of the opinions of specialists in the fieldof human resources, since their experience and expertise give a more realistic picture. Finally, we attempt to determine the place of employer brand management in the sustainable management of human resources.

Keywords: Employer Brand; Management; Human Resources (search for similar items in EconPapers)
JEL-codes: M12 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:vrn:hrmsnr:y:2019:i:1:p:157-169

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