Naslov
The marketing aspects and importance of employer branding

Autori
Spajić, Mia ; Kajinić, Kristina ; Lacković, Ivana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
INTERDISCIPLINARY MANAGEMENT RESEARCH XV IMR 2019 / - Osijek : Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek Croatia, Postgraduate Doctoral Study Program in Management, 2019, / - Opatija : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku ; Hochschule Pforzheim University of Applied Sciences ; Hrvatska akademija znanosti i umjetnosti (HAZU), 2019, 745-758

Skup
15th International Conference on Interdisciplinary Management Research (IMR 2019)

Mjesto i datum
Opatija, Hrvatska, 16.05.2019. - 18.05.2019

Vrsta sudjelovanja
Pozvano predavanje

Vrsta recenzije
Recenziran

Ključne riječi
marketing, employer branding, company’s differentiation, employer of choice

Sažetak
Todays saturated and competitive market is a great challenge for a company – it is necessary to create competitive advantages in order to be successful. It is often said that people are the key to success, so when a company has top professionals and experts satisfied with their career and how a company is treating them, that makes a strong base for creating value for customers, too. Care for the employees, from the moment that they joined the company until they leave the company becomes a standard, of furthermore - an imperative - if a company wants to keep its high-quality professionals and attract new talents that can enhance its existence. Customers today do respect and value good employers and give them support through their loyalty, so employer branding is a long-term and sustainable strategy that empowers corporate brand in total. The purpose of this paper was to research the marketing aspects of employer branding. The research was conducted through an online survey among stu- dents regarding students’ perspective on employer branding, for students are future professionals that companies should want to recruit and keep. 745 INTERDISCIPLINARY MANAGEMENT RESEARCH XV The results of the research can serve as a good base for selecting the characteris- tics that will be communicated inside and outside the company to exist and at- tract new professionals or talents and also to raise awareness of the importance of employer branding - that will become as important as a corporate brand or a product brand. Satisfied employee means satisfied consumer – and that makes a win-win situation for society as a whole.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti

POVEZANOST RADA