RECRUITMENT AND SELECTION OF CANDIDATES IN SERVICE OF EMPLOYER BRANDING

Abstract

Although branding is a term usually associated with marketing, employer branding is much more to do with the Department of Human Resources. Employer branding is a relatively new idea, but it is something that becomes inevitable with globalization and the strengthening of competitiveness between companies. It is also one of the solutions for the lack of talent. This paper aims to determine importance of employer branding in the process of recruiting and selecting candidates for vacant positions, as well as to find how companies can the recruitment and later selection use to develop its brand as an employer. As the primary methods will be use analysis, synthesis, induction, deduction, analogy. The researches carried out in Serbia connected with motives for choosing an employer will be take into account, as well an example of connection between the recruitment, selection and branding in the company IDEA Ltd. considering that the author is director of human resources in the mentioned company. The slogan of the company which is in the service of an employer branding is "IDEA-l route to work." The company wants to position itself in the minds of young people, the unemployed in the labor market as well as the employees as „employer of choice". In 2009. IDEA was chosen as the best employer of December, while on the list of most desirable employers in Serbia for 2011 (survey conducted by the Career Days) it was among the top twenty. For companies it is important to know what candidates valued, so they can work on building the image of the most desirable employer, but it's also important what they do internally to be the best employer as well. An employer who is the preferred from the side of the candidateas as good for the job, will has for the same candidate to be the best for the job when they start to work in the company, in order to justify their confidence and maintain his reputation.