The Development of the Employer Brand in the Labour Market

9 Pages Posted: 12 Dec 2019

See all articles by Aleksandra Marcikic Horvat

Aleksandra Marcikic Horvat

University of Novi Sad - Faculty of Economics Subotica

Radovan Pejanovic

University of Novi Sad

Zoran Ćirić

University of Novi Sad - Faculty of Economics Subotica

Bojana Ćirić

University of Novi Sad - Faculty of Economics Subotica

Otilija Sedlak

University of Novi Sad

Leposava Grubić – Nešić

University of Novi Sad - Faculty of Technical Sciences

Date Written: September 12, 2019

Abstract

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

JEL Classification: M31, M54, O15

Suggested Citation

Marcikic Horvat, Aleksandra and Pejanovic, Radovan and Ćirić, Zoran and Ćirić, Bojana and Sedlak, Otilija and Grubić – Nešić, Leposava, The Development of the Employer Brand in the Labour Market (September 12, 2019). 2019 ENTRENOVA Conference Proceedings, Available at SSRN: https://ssrn.com/abstract=3491984 or http://dx.doi.org/10.2139/ssrn.3491984

Aleksandra Marcikic Horvat (Contact Author)

University of Novi Sad - Faculty of Economics Subotica ( email )

Segedinski put 9-11
Subotica, 24000
Serbia

Radovan Pejanovic

University of Novi Sad ( email )

Trg Dositeja Obradovica 3
Novi Sad, 21000
Serbia

Zoran Ćirić

University of Novi Sad - Faculty of Economics Subotica ( email )

Segedinski put 9-11
Subotica, 24000
Serbia

Bojana Ćirić

University of Novi Sad - Faculty of Economics Subotica ( email )

Segedinski put 9-11
Subotica, 24000
Serbia

Otilija Sedlak

University of Novi Sad ( email )

Trg Dositeja Obradovica 3
Novi Sad, 21000
Serbia

Leposava Grubić – Nešić

University of Novi Sad - Faculty of Technical Sciences ( email )

Trg Dositeja Obradovica 3
Novi Sad, 21000
Serbia

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