The Importance of Employer Branding in Recruiting Young Talents

Ecaterina Chițu ()
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Ecaterina Chițu: „Alexandru Ioan Cuza” University of Iasi

Postmodern Openings, 2020, vol. 11, issue 3, 220-230

Abstract: In the context of globalization, organization no longer have the capacity to offer long – term and linear careers. The insecurity circumstances in which the employees live have led to the loss of the reference values, as well as a change in the expectations and behaviors of the employees. Thus, in order to attract talent, but also to retain current employees, organizations are increasingly focusing on the employer brand. Attracting and retaining the young talents that ensure the success of the organization, generating a potential for real representation of the existing asset, is a necessary imperative nowadays. The importance of the image of the organizations has increased in the last period due the increased competitiveness between the organizations that aim to recruit the highest qualified young talents. Therefore, the purpose of this paper is to highlight the importance of employer branding in recruiting young talents. The methodology used is based on a qualitative approach, focused on the analysis of specialized literature, online magazines, press articles, etc. The results show that the new generation of talent presents new needs such as authenticity, transparency, spontaneity and a clearly defined purpose, and in order to attract young talent, organizations must take into account the image of the company that reflect the needs and desires of this category. The employer brand transmits and image of this employees, as well as of the potential employees, this image not being sufficient for attracting, retaining and motivating the young talents. Thus, the external messages transmitted by the employer brand must be in accordance with their own reality.

Keywords: Employer branding; strategies; young talents; competitiveness (search for similar items in EconPapers)
JEL-codes: A23 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:lum:rev3rl:v:11:y:2020:i:3:p:220-230

DOI: 10.18662/po/11.3/209

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