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2019, vol. 12, br. 3, str. 53-68
Izgradnja atraktivnosti poslodavca kao deo strategije brendiranja poslodavca
Univerzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Vrnjačka Banja

e-adresajasmina.lukic@kg.ac.rs
Ključne reči: atraktivnost poslodavca; brend poslodavca; ljudski resursi; talenti
Sažetak
Izvori održive konkurentske prednosti i ključni resursi diferenciranja kompanija na tržištu jesu talentovani pojedinci koji svojim znanjem i sposobnostima ostvaruju visoke rezultate u jedinici vremena. Jedan od načina privlačenja talenata u kompanije jeste razvoj atributa poslodavca, koje jednu kompaniju čine atraktivnom na tržištu rada. Cilj rada jeste posmatranje atraktivnosti poslodavca i njegovih atributa iz ugla potencijalnih zaposlenih. Na osnovu pregleda do sada sprovedenih istraživanja, zaključuje se da izgradnja imidža atraktivnog poslodavca čini značajan deo strategije brendiranja poslodavca koja doprinosi privlačenju talentovanih pojedinaca u kompanije. Razvojem atributa atraktivnog poslodavca kompanija stiče određene koristi izgradnjom odgovarajuće strukture radne snage.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/etp1903053O
objavljen u SCIndeksu: 12.01.2020.
Creative Commons License 4.0