UTICAJ BRENDIRANJA NA EFIKASNOST PROCESA PRIVLAČENJA I ZADRŽAVANJE TALENATA
Sažetak
Ugled koji kompanija ima može da bude presudan u privlačenju i zadržavanju talenata, a relevantnost brenda prepoznaje se kao sinteza svih napora koji se u jednom smeru čine prema zaposlenom osoblju, a u drugom prema potencijalnim kandidatima, kojima se šalje poruka da je baš ona dobro mesto za rad. Važnost brendiranja poslodavaca doprinosi osnaživanju konkurentske prednosti, a relevantnost je vidljiva i prilikom procesa privlačenja potencijalnih kandidata u organizaciji koja se promoviše za mesto pravog izbora. Kao odgovor na brojne izazove na tržištu rada, kompanije pribegavaju takmičenju strategijama brendiranja u rasponu od namenskog brendiranja poslodavaca do širokog korporativnog brendiranja. Uprkos činjenici da je komunikacija posredstvom društvenih medija, s ciljem izgradnje pozitivnog imidža i reputacije, manje podložna kontroli od tradicionalnih medijskih kanala, kreiranje poželjne percepcije brenda neizostavno vodi upravo do upotrebe medija koji obezbeđuju realan i interaktivan kontakt sa targetiranim segmentom populacije. Brojna istraživanja potvrđuju da je izlaganje informacijama na društvenim medijima, kao dostupnim, frekventnim i jeftinim komunikacijskim kanalima, u pozitivnoj korelaciji sa osnaživanjem postojećeg imidža, uspostavljanja dvosmerne komunikacije i blagovremenog dobijanja povratnih informacija.
Ključne reči
Reference
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