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2019, vol. 50, br. 2, str. 83-93
Brendiranje poslodavaca u funkciji privlačenja i zadržavanja talenata koji pripadaju generaciji milenijalaca
aVisoka škola modernog biznisa, Beograd
bUniverzitet u Novom Sadu, Ekonomski fakultet, Subotica
cn/a

e-adresajelena.lukic@mbs.edu.rs, brkljacm@uns.ac.rs, percic.karolina@gmail.com
Sažetak
Poslodavci se sve više trude da identifikuju, privuku, zaposle i zadrže najbolje talente u svojoj kompaniji kako bi opstali na tržištu u uslovima oštre konkurencije. Kako su talenti u poziciji da biraju poslodavca, uspešne kompanije nastoje da se pozicioniraju kao idealni i poželjni poslodavci kroz izgradnju brenda dobrog poslodavca. U procesu izgradnje brenda, primenom znanja iz oblasti marketinga i ljudskih resursa, poslodavci nastoje da se kandidatima sa tržišta rada predstave kao poslodavci sa idealnim uslovima za rad, dok kod postojećih zaposlenih nastoje da povećaju stepen zadovoljstva, posvećenosti, motivisanosti i lojalnosti. Savremeni pristup brendiranja poslodavaca podrazumeva da se uzmu u obzir potrebe i želje koje imaju različite generacije zaposlenih. Generacija koja počinje da zauzima sve značajnije pozicije u društvu i privredi - milenijumska generacija (poznata i pod nazivom generacija Y) ima specifične preferencije, zahteve i želje kada je reč o odabiru poslodavca. U ovom radu je ukazano na ključne specifičnosti izgradnje brenda poslodavca kako bi se poslodavac pozicionirao kao idealno mesto za rad talenata koji pripadaju generaciji milenijalaca.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/markt1902083L
objavljen u SCIndeksu: 20.12.2019.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0