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2021 - Volume 4 - Number 2

The Effect of Employer Brand on Talent Management

Mariya Aleksandrova Ivanova * maivanova@nbu.bg * ORCID: 0000-0002-9387-9178
New Bulgarian University, Department Administration and Management, Sofia, BULGARIA

Open Journal for Research in Economics, 2021, 4(2), 39-48 * https://doi.org/10.32591/coas.ojre.0402.01039i
Received: 21 May 2021 ▪ Accepted: 1 October 2021 ▪ Published Online: 8 November 2021

LICENCE: Creative Commons Attribution 4.0 International License.

ARTICLE (Full Text - PDF)

ABSTRACT:
The main purpose of the study is to explore the need of building a successful employer brand and its effect on attracting and retaining talent in the organization in a context of high turnover and skill shortage. Critical analysis of the theoretical concepts and a historical review is made. The article gives examples how big companies build their employer brand (L’Oréal, Netflix, Salesforce). Examples are given for the Bulgarian market with companies which operate here like Southerland, SAP Labs, etc. A comparison of good practices with a well-established employer brand is made and guidelines are given for organizations in Bulgaria in which no such practices have been observed. The methods which used for gaining the information are Internet secondary data and direct observation in companies. This article will serve to the readers and employers to understand why the topic is so important these days and eventually to prevent some loses if they implement some of the good practices described in the research.

KEY WORDS: employer brand, retaining talent, good practices.

CORRESPONDING AUTHOR:
Mariya Aleksandrova Ivanova, New Bulgarian University, School of Distance, Online and Continuing Education, Sofia, BULGARIA. E-mail: maivanova@nbu.bg.

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