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Pravo - teorija i praksa
2023, vol. 40, br. 2, str. 112-123
Strategije za pozicioniranje organizacije kao poželjnog poslodavca - studija slučaja PWC
Štokić Vanja, Gardašević Živanov Jovana
Univerzitet Privredna akademija u Novom Sadu, Fakultet za ekonomiju i inženjerski menadžment - FIMEK, Srbija

e-adresa: vanjalj@gmail.com, j.gardasevic@fimek.edu.rs
Ključne reči: brendiranje poslodavca; strategija brendiranja; reputacija organizacije; upravljanje ljudskim resursima
Sažetak
Istraživanja su pokazala da snažan brend poslodavca ima značajan pozitivan uticaj na organizaciju, uključujući uticaj na privlačenje i zadržavanje talenata, sticanje konkurentske prednosti izgradnjom pozitivnog uticaja u javnosti i povećanje angažovanja zaposlenih i posledično organizacionog učinka. Svrha ovog rada je da podrži organizacije u razvoju strukturalnog pristupa ka izgradnji brenda poslodavca kako bi privukli, angažovali i zadržali najbolje zaposlene i shodno tome povećali organizacioni učinak. Rad će predstaviti postojeća istraživanja u vezi sa strategijama brendiranja poslodavaca i kroz studiju slučaja analizirati praktične implikacije koje ove strategije imaju. Studija slučaja je obuhvatila kvalitativno istraživanje konsultantske i revizorske kuće PWC-a, koja posluje na srpskom tržištu. Kroz studiju koriste se strukturirani intervjui kako bi se analizirala početna pozicija organizacije, izazovi sa kojima se suočava i željeni rezultati. Intervjui su takođe ispitali strategije i akcije preduzete da bi se postigli ovi ishodi, kao i rezultati procesa. Rezultati studije su pokazali da je uticaj strategija pozitivan, ono što se pokazalo nedostatkom jeste strukturalni pristup implementaciji strategije, kao i jasna merenja uticaja koje strategije imaju na ukupan organizacioni učinak.
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O članku

jezik rada: engleski
vrsta rada: pregledni članak
DOI: 10.5937/ptp2302112S
primljen: 01.03.2023.
prihvaćen: 13.05.2023.
objavljen u SCIndeksu: 30.06.2023.
Creative Commons License 4.0

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