Building employer attractiveness as part of the employer branding strategy

Ognjanović, Jasmina

doi:10.5937/etp1903053o

Cited by 2 publications

(6 citation statements)

References 33 publications

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“…Kaur and Shah (2021) point out the connection between these two attributes by the fact that improvement of knowledge and skills, due to training and development, provides greater opportunities for career advancement, which leads to the greater organizational commitment of employees. Ognjanović (2019) connects working conditions that are a consequence, among other things, of available training and development programs as well as opportunities for career advancement, with employee satisfaction. Backhaus and Tikoo (2004) state that thanks to the "career advancement" attribute, the number of qualified candidates applying for professional jobs has increased by 30%.…”

Section: Research Results and Discussionmentioning

confidence: 99%

“…Employer attractiveness is defined as the degree to which a company is attractive as an employer (Jain, & Bhatt, 2015). Employer brand techniques take two ways: attracting potential employees and retaining current employees (Sivertzen et al, 2013;Chhabra, & Sharma, 2014;Alshathry et al, 2017;Ognjanović, 2019). When talking about the importance of the employer brand for attracting potential employees, some authors (Sivertzen et al, 2013;Rampl, & Kenning, 2014;Xie, Bagozzi, & Meland, 2015;Ognjanović, 2019;Santiago, 2019) consider the term "employer brand attractiveness" appropriate.…”

Section: Employer Brand Conceptmentioning

confidence: 99%

“…Employer brand techniques take two ways: attracting potential employees and retaining current employees (Sivertzen et al, 2013;Chhabra, & Sharma, 2014;Alshathry et al, 2017;Ognjanović, 2019). When talking about the importance of the employer brand for attracting potential employees, some authors (Sivertzen et al, 2013;Rampl, & Kenning, 2014;Xie, Bagozzi, & Meland, 2015;Ognjanović, 2019;Santiago, 2019) consider the term "employer brand attractiveness" appropriate. Other authors (Berthon, Ewing, & Hah, 2005) also discuss the appropriateness of the term "employer attractiveness.…”

Section: Employer Brand Conceptmentioning

confidence: 99%

“…Ronda and Valor (2018, p.574) observed attributes of employer brand as "employer-extrinsic traits set by companies that constitute organization's offering to employees". By developing the attributes of an attractive employer, the company gains appropriate benefits by building an appropriate workforce structure (Ognjanović, 2019). The identification of preferred attributes is especially important when it comes to front-line employees who represent their company in terms of beliefs, values, mission in the minds of guests (Bellou et al, 2018).…”

Section: Attributes Of Employer Brand Attractiveness and Potential Em...mentioning

confidence: 99%

“…Modern business conditions, as well as the consequences of the pandemic crisis, have increasingly highlighted the role and importance of employees and conditioned the need to build sustainable and stable relations between employers and employees, as the most important internal stakeholders (Ognjanović, 2019). Employer brand attractiveness appears as an important tool in the process of creating sustainable and stable relationships between companies and employees.…”

Section: Introductionmentioning

confidence: 99%

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Preferred attributes of employer brand attractiveness among potential employees in the hotel industry

Ognjanović¹

2021

EurJ Appl Econ

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Successful management of preferred attributes of employer brand attractiveness provides appropriate benefits for hotels. The research aim is to examine the preferred attributes of employer brand attractiveness among potential employees in the hotel industry. The research was conducted at the Faculty of Hospitality and Tourism and includes 148 fourth-year undergraduate students and master students studying in Hospitality Management. Descriptive statistics were used in the paper. By analyzing the results, author concluded that the preferred attributes of employer brand attractiveness are career advancement and employee training and development. Employees' desire to work for an employer that provides employee training and development opportunities brings numerous benefits to hotels, since employee development contributes to the creation of high-quality hotel services, more efficient employees, and, thus, better organizational performance. The least preferred attributes of employer brand attractiveness among potential hotel employees are "corporate reputation" and "corporate culture".

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Section: Research Results and Discussionmentioning

confidence: 99%

Section: Employer Brand Conceptmentioning

confidence: 99%

Section: Employer Brand Conceptmentioning

confidence: 99%

Section: Attributes Of Employer Brand Attractiveness and Potential Em...mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Preferred attributes of employer brand attractiveness among potential employees in the hotel industry

Ognjanović¹

2021

EurJ Appl Econ

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View full text Add to dashboard Cite

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Employer Brand Promotion: Does It Really Matter in Transition Countries?

Zolak Poljašević

2024

SIJ

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The employer brand refers to the reputation that an organisation has as an employer. The employer brand can be influenced by all the information that the organisation puts out about itself, as well as by all the actions it takes. A positive and strong employer brand has a direct impact on the attraction of quality candidates, their engagement, and retention of current employees. That is why contemporary organisations use all available communication channels to promote their employer brand, i.e. their values and unique culture. In contemporary business environment, the internet and social media represents the primary channel of communication with stakeholders, including job candidates. Additionally, continuous use of the organisation’s website can enhance employer attractiveness, support the recruitment process, deliver job-related information, and strengthen their image. The main purpose of this research is to explore the level of employer brand promotion via company websites in the context of transition countries. The aim of the conducted empirical research is to acquire new empirical insights in the fields of human resource management and employer branding. A total of 303 large companies from Bosnia and Herzegovina were included in the empirical research. The analysis was performed through a targeted search of the official websites of the observed companies. The collected data were analysed using descriptive statistics and analysis of variance. As expected, the data analysis indicated that organisations operating in Bosnia and Herzegovina do not recognize the importance of the organisation’s website in promoting the employer brand and establishing two-way communication with potential job candidates. Regardless of the fact that in the structure of large companies in Bosnia and Herzegovina dominated companies that require lower-skilled labour, employer branding is a useful management tool that contemporary organisations use in the labour market competition. In this context, the use of all available means of communication, including the company website, is the right approach that can attract quality job candidates.

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Building employer attractiveness as part of the employer branding strategy

Cited by 2 publications

References 33 publications

Preferred attributes of employer brand attractiveness among potential employees in the hotel industry

Preferred attributes of employer brand attractiveness among potential employees in the hotel industry

Employer Brand Promotion: Does It Really Matter in Transition Countries?

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