DOI: 10.11118/978-80-7701-073-3-0014

EMPLOYER BRANDING AS A MODERN TOOL FOR ACQUIRING AND RETAINING EMPLOYEES

Aleksandra Czarnecka¹, Anna Albrychiewicz-Słocińska¹

¹ Czestochowa University of Technology, Dąbrowskiego, Czestochowa, Poland

EB activities can have a big impact on a company’s image, not only in the HR sense but also in terms of sales. It is worth building awareness within the organisation that EB is not just a sub-activity of HR, but something more. Leaders should look after EB on a day-to-day basis, and not just HR or PR people through texts posted in the career section or on the employer profile. It is important to be comprehensive. Firstly, the organisation’s culture, values and Employer Value Proposition (EVP) need to be defined at each stage of the employee lifecycle in the organisation, and then this needs to be translated into measurable Key Performance Indicators (KPIs) and the whole team needs to be involved in their implementation. Once this work has been done internally, only then can the results be shown externally and a real employer image presented. Then this image will be consistent and reach the maturity of EB activities. True and effective EB is a long-term strategy for attracting, engaging and retaining the most talented employees within an organisation. It is also important that a developed EB strategy benefits different stakeholder groups, i.e. candidates, employees or the company‘s shareholders/owners.

Klíčová slova: Employer Branding, recruitment, acquiring and retaining employees

stránky: 14-15, online: 2025