The Place and Role of the Employer Brand in Building an Employee’s Career

Suzana Demyen – Babeș – Boyai University, Faculty of Economics and Business Administration, Department of Business Administration – Reșița, Romania

Abstract: The notion of career has been intensely debated in the literature, being an interdisciplinary topic. However, the challenges that organizations currently face are becoming much more numerous and different, as new gen­erations of employees have significantly different characteristics from those of employees from previous generations. Organisations, on the other hand, no longer aim to simply recruit employees; they aim to attract talent, and the image built on the market often decisively influences the recruitment process. However, what is the situation in the Romanian market, what role does it play, and how important is building an employer brand? Is it a decisive factor in the evolution of employees’ careers? This paper tries to answer these questions, placing them in a double context – through a theoretical approach, present­ing the opinions already formulated by researchers in the field, respectively, through an applied approach, studying through our research what the atti­tude of employees is towards this subject.

7th International Scientific Conference – EMAN 2023 – Economics and Management: How to Cope With Disrupted Times, Ljubljana, Slovenia, March 23, 2023, SELECTED PAPERS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-70-7, ISSN 2683-4510, DOI: https://doi.org/10.31410/EMAN.S.P.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

REFERENCES

Aboul-Ela, B. E. G. M. (2016). Employer branding: What constitutes an employer of choice?. Journal of Business and Retail Management Research, vol. 11, issue 1.

Andreș, S. (2020). An analysis model to identify the optimal salary and its impact at the level of an economic entity. „Ovidius” University Annals, Economic Sciences Series, vol. XX, issue 2

App, S., Merk, J., & Büttgen, M. (2012). Employer Branding: Sustainable HRM as a Compet­itive Advantage in the Market for High-Quality Employees. Management Revue, 23(3), 262-278. https://doi.org/10.5771/0935-9915-2012-3-262 

Babcanova, D., Babcan, M., & Odlerova, E. (2010). Employer branding – source of competitive­ness of the industrial plants. Research papers Slovak University of Technology in Brati­slava, 29, 55-62

Backhaus, K. (2016). Employer Branding Revisited. Organization Management Journal, 13(4), 193-201. https://doi.org/10.1080/15416518.2016.1245128 

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Ca­reer Development International, 9(5), 501-517. https://doi.org/10.1108/13620430410550754 

Bărbulescu, F.-M., & Ștefănescu, M. V. (2021). Employer branding – Dimensions of employer attractiveness at Generation Y and Z. Revista Universitară de Sociologie, Year XVII, is­sue 2, 312 – 323.

Chacko, A., & Zacharias, S. (2020). Impact of employer branding on employee retention. Inter­national Journal of Creative Research Thoughts, vol. 8, issue 7.

Ergun, H. S., & Tatar, B. (2018). A comparison of employees perceived and expected em­ployer brand attributes: evidence from Turkey. Pressacademia, 7(1), 57-61. https://doi.org/10.17261/pressacademia.2018.856  

Hepburn, S. (2018). Employer Branding: as cinco tendências obrigatórias.

Ibrahim, N. S., Hashim, J., & Rahman, R. A. (2018). The Impact of Employer Branding and Ca­reer Growth on Talent Retention: The Mediating Role of Recruitment Practices in the Ma­laysian Public Sector. International Journal of Academic Research in Business and Social Sciences, 8(6). https://doi.org/10.6007/ijarbss/v8-i6/4300 

Mokina, S. (2014). Place and Role of Employer Brand in The Structure of Corporate Brand. Economics & Sociology, 7(2), 136-148. https://doi.org/10.14254/2071-789x.2014/7-2/11 

Priya, G. S., & Raman, U. M. (2021). A study on strategy of employer branding and its impact on talent management in IT industries. Elementary education online, Vol. 20, issue 5, 3441 – 3451, https://doi.org/10.17051/ilkonline.2021.05.378 

Radford, T. (2009). 7 ways to sell your employer brand. Retrieved from https://dynamicbusiness com/topics/news/selling-your-employer-brand3973.html 

Rana, G., & Sharma, R. (2019). Assessing Impact of Employer Branding on Job Engage­ment: A Study of Banking Sector. Emerging Economy Studies, 5(1), 7-21. https://doi.org/10.1177/2394901519825543  

Randstad. (2020). Employer brand research 2020. Global report.

Randstad. (2021). Employer brand research 2021. Global report.

Reis, I., Sousa, M. J., & Dionísio, A. (2021). Employer Branding as a Talent Management Tool: A Systematic Literature Revision. Sustainability, 13(19), 10698. https://doi.org/10.3390/su131910698  

Santos, V. R., Monteiro, B., Martinho, F., Pinto dos Reis, I., & Sousa, M. J. (2018). Employ­er branding: the power of attraction in the EB Group. Journal of Reviews on Global Eco­nomics. 7, 1 – 12.

Shukla, A. V., & Shrivastava, N. (2013). Employer branding: a study of relevance and scope. Amity Business Review, vol. 14, no. 2

Sokro, E. (2012). Impact of employer branding on employee attraction and retention. European Journal of Business and Management, vol. 4, no. 18.

Sultana, T. (2020). Employer branding: a pulling force of employee attraction. Essay submit­ted in part fulfilment of the requirements of the Master of Science. Faculty of Economics, Management and Accountancy, University of Malta, 1-75.