Hana Urbancová,

University of Economics and Management,

Prague, Czech Republic,

E-mail: hana.urbancova@vsem.cz

Benefits of Employer Brand and the Supporting Trends

Monika Hudáková,

School of Economics and Management in Public Administration,

Bratislava, Slovak Republic,

E-mail: monika.hudakova@vsemvs.sk

Abstract. Shortage of qualified staff and constant struggle for talents along with the retention of most valuable employees belong to the hottest personnel issues for the majority of organizations nowadays. HR marketing can significantly help in these areas. Within HR marketing human resources officers become those marketers who strive to keep their organization’s name in the minds of all stakeholders, thus drawing their attention to organization’s qualities as an employer, and in such a way winning by taking care of the most talented employees. The aim of this paper is to determine and evaluate the benefits resulting from employer branding and also to identify the trends conducive to the strengthening of an employer’s brand. The data were obtained using a questionnaire survey (n = 492) in the selected Czech organizations. The results show that employer branding is an important element in all economic sectors and businesses can build their brands by focusing primarily on the stability of their current employees, their continuous development and their retaining of the most valuable knowledge. The article focuses on new strategic trends in building employer’s good brand and attracting the most knowledgable workers.

Received: March, 2017

1st Revision: July, 2017

Accepted: October, 2017

DOI: 10.14254/2071-789X.2017/10-4/4

JEL Classification: M12, M14, M54

Keywords: employer brand; HR marketing; employees; organization; Czech Republic; employees’ retention