SUCCESSFUL BRANDS OR THE KEY TO SUCCESS OF ANY COMPANY THE EMPLOYER BRAND
Human resource management is developing today like digital
technologies, almost in real time. A multidisciplinary field by excellence,
human resource management has moved from Taylor’s principles of
scientific management where people were considered labelling
employees, to personal, human resources, and currently we are talking
about human capital. All these terms actually mean major paradigm
shift in the field, changes which mean every time another way of doing
business, including another way to perceive, think, deal, attract,
coordinate our current and future employees. In this context, the use of
marketing techniques to attract the right employees has become an
imperative. Given that fact that the labour market is still a market, here
we are also talking about the competition to attract and retain the best
candidates. These constraints have imposed the appearance of a new
strategy, direction, even concept in human resource management: the
employer brand.
SUCCESSFUL BRANDS OR THE KEY TO SUCCESS OF ANY COMPANY THE EMPLOYER BRAND.
-
SUCCESSFUL BRANDS OR THE KEY TO SUCCESS OF ANY COMPANY THE EMPLOYER BRAND.
Autori:
Emanoil
Muscalu
[1]
| Alexandra
STANIT
[1]
[1]
Facultatea de Stiinte Economice, Universitatea "Lucian Blaga" din Sibiu
Rezumat
Human resource management is developing today like digital
technologies, almost in real time. A multidisciplinary field by excellence,
human resource management has moved from Taylor’s principles of
scientific management where people were considered labelling
employees, to personal, human resources, and currently we are talking
about human capital. All these terms actually mean major paradigm
shift in the field, changes which mean every time another way of doing
business, including another way to perceive, think, deal, attract,
coordinate our current and future employees. In this context, the use of
marketing techniques to attract the right employees has become an
imperative. Given that fact that the labour market is still a market, here
we are also talking about the competition to attract and retain the best
candidates. These constraints have imposed the appearance of a new
strategy, direction, even concept in human resource management: the
employer brand.
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