SPECIFICITY OF EMPLOYER BRANDING IN THE ROMANIAN ECONOMY

• Main Author: Ecaterina CHIȚU
• Format: Article
• Language: English
• Published: Romanian Foundation for Business Intelligence 2019-12-01
• Series: Network Intelligence Studies
• Subjects: employer branding; strategies; transition; benefits
• Online Access: http://seaopenresearch.eu/Journals/articles/NIS_14_1.pdf

At the national level, against the background of the transition from a socialist economy to a market economy, a series of divergences of theoretical and practical nature were generated in the whole spectrum of human resources, but also of the process of attracting, maintaining and developing them. Changing the vision of man and his role in the work process, but also increasing the interest in how he perceives the employer has determined an approach of specialists in the treated area by everything that means brand and its connection with the role of employer. Thus, this article deals with employer branding in the contemporary market economy, from a new perspective, namely the implementation of employer branding strategies based on national specificity. The methodology used is represented by a qualitative approach, based on the interview guide, applied to companies in Romania that use employer branding strategies, in order to identify the employer branding strategies used and the benefits they bring. The general benefits of using employer branding strategies have been on the quality of work, human involvement in this activity, in increasing the creative capacities of the employees and the interest to use time efficiently.