The Development of the Employer Brand in the Labour Market
Aleksandra Marcikic Horvat,
Otilija Sedlak and
A chapter in Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 12-14 September 2019, 2019, pp 484-492 from IRENET - Society for Advancing Innovation and Research in Economy, Zagreb
Nowadays, the lack of high qualified staff is more conspicuous than ever before. The development of new knowledge and professions is followed by the modern technological changes, enormous usage of Internet and development of artificial intelligence. These trends have led to changes in the behaviour and access of both sides in the labour market. Candidates who have specific knowledge, skills and experience have the opportunity to choose the companies they want to work in, setting the conditions for employers. Companies, employers, who need some special skills are forced to make an effort to stand out and attract the attention of the target group. Therefore, the branding activities of the employer became crucial in a modern labour market. The aim of the paper is to identify the dimensions of attractiveness in branding employers and the levels of importance of each dimension. The results of the survey indicate that candidates are looking for many additional information about the employer. Each generation has certain ways and channels of gathering information that it considers credible. If employers do not recognize or ignore those channels, they miss the possibility of establishing and building relationships with candidates before employment itself.
Keywords: branding employers; labour market; marketing; human resources; economy (search for similar items in EconPapers)
JEL-codes: M31 M54 O15 (search for similar items in EconPapers)
References: View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
https://www.econstor.eu/bitstream/10419/207710/1/5 ... at-et-al-484-492.pdf (application/pdf)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:zbw:entr19:207710
Access Statistics for this chapter
More chapters in Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2019), Rovinj, Croatia from IRENET - Society for Advancing Innovation and Research in Economy, Zagreb
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().