engleski

The role of technology in building a post-pandemic talent-oriented organization: employer branding in the digital era

The COVID-19 pandemic has severely affected many organizations’ practices, including talent management. As a consequence, in the post- pandemic period, numerous businesses are struggling to attract and retain their employees, and are starting to realize the importance of employer branding as a strong marketing, human resources, and communications tool directed toward the existing and potential future employees. New, emerging technologies bring to light many opportunities, but also challenges in successfully managing talents while maintaining the employer brand positive in the minds of all stakeholders. By applying the method of analysis, synthesis, and comparison of the existing literature on employer branding, this paper presents a detailed assessment of the impact of technology on external and internal employer branding practices. A systematic overview is provided of the changes occurring in today’s business environment, new trends are discussed and possible future developments are projected. This paper, thus, contributes to the existing literature on employer branding and talent management while giving valuable insights to key people in organizations regarding the possible paths of the direction of employer branding strategies.

employer brand ; employer branding ; information-communication technologies ; knowledge workers ; talent management

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