USING BRANDING TO ATTRACT, RECRUIT, AND RETAIN TALENTED STAFF

Nicoleta Valentina Florea
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Nicoleta Valentina Florea: University Valahia of Targoviste, Romania

Management and Marketing Journal, 2011, vol. IX, issue 2, 283-297

Abstract: In this environment in continuous changing it is hard for organizations to attract and maintain the best candidates. The organizations use many methods to recruit and hire, but now it is time to use the organization’s brand to attract talents the organization would like. This article will define the employer brand as the organization’s image, as an exceptional place to work in the minds of the current employees as well as potential candidates, clients, customers, and stakeholders. The case study is made in six large organizations from Dambovita County, Romania, and describes how to use the organization’s brand to attract, retain, and engage the people it needs. I made a survey and the data collected I putted them in a model of analyze and can be applied to any organization which wants to find out if it is using correctly its strong powers to attract and retain the best candidates. The employer brand is the value proposition that organization conveys its employees and the external labor market. Great organizations create such a strong brand that it draws the talent to them rather than having to spend significant time and money on selling the organization to the talent market. Many benefits in the recruiting world are provided by a strong employment brand.

Keywords: human resources management; branding; advertising; recruitment; talented staff (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (4)

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