IN WHICH DIRECTION SHOULD GO EMPLOYER BRANDING?

Abstract

Globalization places new demands on companies and one of them is employer branding. Employer branding is a process that goes in two directions. One is turned internally to employees who are the best and the biggest promoters of the companies they work for and the other is externally oriented towards the general public. The task of employer branding is therefore to create in the minds of employees and potential candidates in the labor market the idea that the company is a great place to work. Therefore, the basic question is what is what they value. Applicants can choose the most desirable employer based on information that they already have about potential employers, so here is important to determine how, or from what source the desired information come. The second question is what they consider important when choosing the most desirable employer. In this paper secondary sources will be mainly used, ie the results of some studies that have been done in this area will be summarized. The goal is to determine whether the criteria for the selection of the most desirable employer in Serbia is the same or similar to criteria for the selection of the most desirable employer in Europe and worldwide. These are researches that mainly involved student population, which is important because the employer branding is viewed as a solution for the problem of talent management as well. Also, it is important to determine whether the criteria are changing due to the present economic crisis. Based on these results, employers will be able to create strategies that will help them in the future to become the preferred employer.