EMPLOYER BRANDING OF WINE COMPANIES IN THE CZECH REPUBLIC: USING SOCIAL NETWORKS WHEN RECRUITING NEW EMPLOYEES

Renata Skýpalová, Renata Nováková, Martin Šikýř and Daniela Šimonková

Economy & Business Journal, 2023, vol. 17, issue 1, 90-97

Abstract: The idea of employer branding has been around for ages, however, in the twentieth century the concept of employer branding has evolved to become a more strategic tool to attract and retain talent. Companies have begun to focus on building a strong employer brand founded on an engaging company culture, a favorable work environment, and socially responsible behavior. Effective employer branding is also very important for wine companies if they want to succeed in today's competitive labor markets and attract and retain the right people. One of the trendy ways to present the employer brand and reach potential job seekers is the use of social networks. The article presents the findings of the research of selected wine companies in the Czech Republic conducted by authors to find out whether and how the wine companies use social networks when attracting potential job seekers. The research was based on an analysis of the use of social networks by selected wine companies and two questionnaire surveys, the first among employees of selected wine companies and the second among potential job seekers in wine companies from among the general public. The findings revealed that newer social networks such as TikTok or Twitter are hardly used by wine companies, on the contrary, classic Facebook and Instagram are still the most popular. The surveyed wine companies have considerable room to improve the promotion of the employer brand through social networks. Wine companies have a significant challenge to improve the promotion of their employer brand through social networks.

Keywords: employer branding; corporate social responsibility; human resource management; vine industry; czech republic (search for similar items in EconPapers)
JEL-codes: A (search for similar items in EconPapers)
Date: 2023
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