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2017 | 10 | nr 4 | 41--50
Tytuł artykułu

Benefits of Employer Brand and the Supporting Trends

Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
Shortage of qualified staff and constant struggle for talents along with the retention of most valuable employees belong to the hottest personnel issues for the majority of organizations nowadays. HR marketing can significantly help in these areas. Within HR marketing human resources officers become those marketers who strive to keep their organization's name in the minds of all stakeholders, thus drawing their attention to organization's qualities as an employer, and in such a way winning by taking care of the most talented employees. The aim of this paper is to determine and evaluate the benefits resulting from employer branding and also to identify the trends conducive to the strengthening of an employer's brand. The data were obtained using a questionnaire survey (n = 492) in the selected Czech organizations. The results show that employer branding is an important element in all economic sectors and businesses can build their brands by focusing primarily on the stability of their current employees, their continuous development and their retaining of the most valuable knowledge. The article focuses on new strategic trends in building employer's good brand and attracting the most knowledgable workers. (original abstract)
Rocznik
Tom
10
Numer
Strony
41--50
Opis fizyczny
Twórcy
  • University of Economics and Management, Prague, Czech Republic
  • School of Economics and Management in Public Administration, Bratislava, Slovak Republic
Bibliografia
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  • Bursová, I. (2009). Ma smysl v teto době budovat zaměstnavatelskou značku? A jak na to? Available at http://www.hrmanager.cz/files/hrforum0309.pdf (accessed May 2015).
  • Edwards, M.R., Edwards, T. (2013). Employee responses to changing aspects of the employer brand following a multinational acquisition: a longitudinal study. Human Resource Management, 52(1), 27-54.
  • Elving, W. J. L, Westhoff, J. J. C., Meeusen, K., Schoonderbeek, J. W. (2012). The war for talent? The relevance of employer branding in job advertisements for becoming an employer of choice. Journal of Brand Management, 20(5), 355-373.
  • Grabara, J. (2013). Employer's expectations towards the employees from the marketing and management department. Polish Journal of Management Studies, 7, 58-70.
  • Hebák, P., Hustopecký, J., Jarošová, E., Pecáková, I. (2004). Statistics and data processing (in Czech). Prague: Informátorium.
  • Helm, S. (2011). Employees' awareness of their impact on corporate reputation. Journal of Business Research, 64(7), 657-663.
  • Hershatter, A., Epstein, M. (2010). Millennials and the World of Work: An Organization and Management Perspective. Journal of Business and Psychology, 25(2), 211-223.
  • Hitka, M., Stachová, K., Balážová, Ž., Stacho Z. (2015). Differences in Employee Motivation at Slovak Primary Schools in Rural and Urban Areas. International Education Studies, 8(5), 33-42.
  • Hučková, K. (2012). Jak vybudovat autentickou značku zaměstnavatele? Available at http://www.personalni--marketing.cz/detail-clanku/jak-vybudovat-autentickou--znacku- zamestnavatele (accessed May 2015).
  • HR Forum (2016). People Management Forum, 5, 10. Chand, S. (2015). Personnel Research: Definition and Purpose of Personal Research. YourArticleLibrary.com: The Next Generation Library [online]. 2015 [cit. 2016-05-22]. Available at: www.yourarticlelibrary.com/employee-management/personnel-research-definition-and-purpose-of-personal-research/35507/.
  • Jenkins, A. K. (2009). Keeping the talent: understanding the needs of engineering and scientists in the defense acquisition workforce. Defense Acquisition Review Journal, 1, 164-170.
  • Keller, K. L. (2007). Strategické řízení značky. 1.vyd. Praha: Grada Publishing.
  • Kazdová, A. (2014). Even candidates build your brand (in Czech). Modern Management, 49(10), 61-63.
  • Love, L.F., Singh, P. (2011). Workplace Branding: Leveraging Human Resources Management Practices for Competitive Advantage Through "Best Employer Surveys". Journal of Business and Psychology, 26(2), 175-181.
  • Martin, G., Gollan, P. J., Grigg, K. (2011). Is there a bigger and better future for employer branding? Facing up to innovation, corporate reputations and wicked problems in SHRM. International Journal of Human Resource Management, 22(17), 3618-3637.
  • Minchington, B. (2016). People Management Forum, 5, 10. Neumeier, M. (2006). The Brand Gap. 2. vyd. Berkeley: New riders.
  • Ng, E. S. W., Schweitzer, L., Lyons, S. T. (2010). New generation, great expectations: A field study of the millennial generation. Journal of Business and Psychology, 25(2), 281-292.
  • Saini, G. K., Rai, P., Chaudhary, M. K. (2014). What do best employer surveys reveal about employer branding and intention to apply? Journal of Brand Management, 21(2), 95-111.
  • Saxena, P., Jain, R. (2012). Managing career aspirations of generation Y at work place. International Journal of Advanced Research in Computer Science and Software Engineering, 2(7), 114-118.
  • Urbancová, H., Richter, P., Kučírková, L., Jarkovská, M. (2017). Employer Branding in Agriculture Sector: Making a Company Attractive for Potential Employees. Agricultural Economics, 63, 217-227.
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Typ dokumentu
Bibliografia
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