EFEKTI LJUDSKOG KAPITALA NA FINANSIJSKE PERFORMANSE: ANALIZA PRE I POSLE IZGRADNJE BRENDA POSLODAVCA

Goran Pavlović
Univerzitet u Kragujevcu, Ekonomski fakultet, Srbija

DOI: https://doi.org/10.31410/EMAN.2019.397

3rd International Scientific Conference – EMAN 2019 – Economics and Management: How to Cope With Disrupted Times, Ljubljana – Slovenia, March 28, 2019, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Management Koper, Slovenia; Doba Business School – Maribor, Slovenia; Integrated Business Faculty –  Skopje, Macedonia; Faculty of Management – Zajecar, Serbia, ISBN 978-86-80194-17-2, ISSN 2683-4510

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Rezime:

Zaposleni, tj. njihova znanja, veštine i sposobnosti predstavljaju ključni faktor uspeha i održive konkurentske prednosti. Svako preduzeće nastoji da pridobije one zaposlene koji poseduju jedinstveni ljudski kapital, tj. specifične kompetencije koje će omgućiti postizanje visokog nivoa performansi. Kako bi se to ostvarilo, omogućavaju se brojne mogućnosti zaposlenima poput fleksibilnog radnog vremena, stimulativnih kompenzacija, mogućnosti napredovanja, dodatnog obučavanja itd. Ovakvim faktorima preduzeće nastoji da se izdvoji kao jedinstveno i poželjno mesto za rad i time privuče i zadrži najbolje zaposlene. Neki od ovih faktora koji služe za izgradnju brenda poslodavca istovremeno mogu biti osnov za unapređenje ljudskog kapitala u preduzežu. Zato je i osnovni cilj ovog rada da sagleda promenu u stepenu ljudskog kapitala nakon izgrađenog brenda poslodavca i da se shodno tome utvrdi kako takva promena deluje na ostvarene performanse preduzeća

Ključne reči:

ljudski kapital, brend poslodavca, performanse.

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