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Trendovi u poslovanju
2021, vol. 9, br. 2, str. 107-115
Uticaj brendiranja na efikasnost procesa privlačenja i zadržavanje talenata
Sančanin Branislav ORCID
Univerzitet 'Union - Nikola Tesla', Fakultet za menadžment - FAM, Sremski Karlovci, Srbija

e-adresa: sancanin.branislav@gmail.com
Ključne reči: brendiranje poslodavaca; ljudski resursi; talenti; regrutovanje
Sažetak
Ugled koji kompanija ima može da bude presudan u privlačenju i zadržavanju talenata, a relevantnost brenda prepoznaje se kao sinteza svih napora koji se u jednom smeru čine prema zaposlenom osoblju, a u drugom prema potencijalnim kandidatima, kojima se šalje poruka da je baš ona dobro mesto za rad. Važnost brendiranja poslodavaca doprinosi osnaživanju konkurentske prednosti, a relevantnost je vidljiva i prilikom procesa privlačenja potencijalnih kandidata u organizaciji koja se promoviše za mesto pravog izbora. Kao odgovor na brojne izazove na tržištu rada, kompanije pribegavaju takmičenju strategijama brendiranja u rasponu od namenskog brendiranja poslodavaca do širokog korporativnog brendiranja. Uprkos činjenici da je komunikacija posredstvom društvenih medija, s ciljem izgradnje pozitivnog imidža i reputacije, manje podložna kontroli od tradicionalnih medijskih kanala, kreiranje poželjne percepcije brenda neizostavno vodi upravo do upotrebe medija koji obezbeđuju realan i interaktivan kontakt sa targetiranim segmentom populacije. Brojna istraživanja potvrđuju da je izlaganje informacijama na društvenim medijima, kao dostupnim, frekventnim i jeftinim komunikacijskim kanalima, u pozitivnoj korelaciji sa osnaživanjem postojećeg imidža, uspostavljanja dvosmerne komunikacije i blagovremenog dobijanja povratnih informacija.
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O članku

jezik rada: srpski
vrsta rada: neklasifikovan
DOI: 10.5937/trendpos2102120S
objavljen u SCIndeksu: 10.12.2021.
Creative Commons License 4.0

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