PREFERIRANI ATRIBUTI ATRAKTIVNOSTI BRENDA POSLODAVCA MEĐU POTENCIJALNO ZAPOSLENIMA U HOTELSKOJ INDUSTRIJI
Ključne reči:
atraktivnost brenda poslodavca, potencijalno zaposleni, atributi atraktivnosti brenda poslodavca, hotel
Sažetak
Ljudski resursi imaju posebno značajnu ulogu u hotelskom poslovanju budući da je hotelijerstvo radno – intenzivna privredna grana. Kao ključni resursi stvaranja vrednosti i imidža kompanije, zaposlenima treba pružiti odgovarajuće materijalne i nematerijalne koristi koji bi delovali na efikasnost rada zaposlenih. S druge strane, hotelijerstvo nema imidž atraktivne industrije za zapošljavanje. Iz tog razloga je potrebno identifikovati potencijalne koristi koje bi se ponudile current zaposlenima i potencijalno zaposlenima u hotelima kako bi ostvarili bolje rezultate rada. Cilj istraživanja u radu jeste da ispita preferirane atribute atraktivnosti brenda poslodavca među potencijalno zaposlenima u hotelskoj industriji. Analizom rezultata može se zaključiti da su preferirani atributi atraktivnosti brenda poslodavca razvoj karijere i training and development of employees. Želja zaposlenih da rade kod poslodavca koji pruža mogućnost usavršavanja i napredovanja zaposlenih donosi brojne koristi i hotelima, budući da razvoj zaposlenih doprinosi razvoju kvaliteta hotelskih usluga, efikasnijem radu zaposlenih, pa samim tim i boljim organizacionim performansama. Najmanje preferirani atributi atraktivnosti brenda poslodavca među potencijalno zaposlenima u hotelijerstvu su „korporativna reputacija“ i „korporativna kultura“.
Reference
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Lee, C., Kao, R. & Lin, C. (2018). A study on the factors to measure employer brand: the case of undergraduate senior students. Chinese Management Studies, 12(4), 812-832.
Morgeson, F.P., Reider, M.H. & Campion, M.A. (2005). Selecting individuals in team settings: the importance of social skills, personality characteristics, and teamwork knowledge. Personnel Psychology, 58(3), 583-611.
Newburry, W., Gardberg, N.A. & Belkin, L.Y. (2006). Organizational attractiveness is in the eye of the beholder: the interaction of demographic characteristics with foreignness. Journal of International Business Studies, 37(5), 666-686.
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Rampl, L.V. (2014). How to become an employer of choice: transforming employer brand associations into employer first-choice brands. Journal of Marketing Management, 30(13-14), 1486-1504.
Rampl, L.V. & Kenning, P. (2014). Employer brand trust and affect: linking brand personality to employer brand attractiveness. European Journal of Marketing, 48(1/2), 218-236. DOI: 10.1108/EJM-02-2012-0113
Santiago, J. (2019). The relationship between brand attractiveness and the intent to apply for a job: A millennials’ perspective. European Journal of Management and Business Economics, 28(2), 142-157. DOI: 10.1108/EJMBE-12-2018-0136
Schlager, T., Bodderas, M., Maas, P. & Cachelin, J.L. (2011). The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation. Journal of Services Marketing, 25(7), 497 – 508.
Sharma, R. & Prasad, A. (2018). Employer brand and its unexplored impact on intent to join. International Journal of Organizational Analysis, 26(3), 536-566.
Sivertzen, A., Nilsen, E.R. & Olafsen, A. (2013). Employer branding: employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473–483. DOI: 10.1108/JPBM-09-2013-0393
Tanwar, K. & Kumar, A. (2019). Employer brand, person-organisation fit and employer of choice Investigating the moderating effect of social media. Personnel Review, 48(3), 799-823. DOI: 10.1108/PR-10-2017-0299
Tanwar, K. & Prasad, A. (2016). The effect of employer brand dimensions on job satisfaction: gender as a moderator. Management Decision, 54(4), 854 – 886.
Wilden, R., Gudergan, S. & Lings, I. (2010). Employer branding: strategic implications for staff recruitment. Journal of Marketing Management, 26(1), 56-73. DOI: 10.1080/ 02672570903577091
Xie, C., Bagozzi, R. & Meland, K. (2015).The impact of reputation and identity congruence on employer brand attractiveness. Marketing Intelligence & Planning, 33(2), 124-146.
Younis R.А. & Hammad, R. (2021). Employer image, corporate image and organizational attractiveness: the moderating role of social identity consciousness. Personnel Review, 50(1), 244-263. DOI: 10.1108/PR-02-2019-0058
Ambler, T. & Barrow, S. (1996). The employer brand. The Journal of Brand Management, 4(3), 185-205.
Backhaus, K. & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517. DOI: 10.1108/13620430410550754
Barney, J.B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120.
Barrick, M.R., Mount, M.K. & Li, N. (2013). The theory of purposeful work behavior: the role of personality, higher-order goals, and job characteristics. Academy of Management Review, 38(1), 132-153.
Baum, T. & Nickson, D. (1998).Teaching human resource management in hospitality and tourism: a critique. International Journal of Contempory Hospitality Management, 10(2), 75–79.
Bellou, V., Stylos, N. & Rahimi, R. (2018). Predicting hotel attractiveness via personality traits of applicants: The moderating role of self-esteem and work experience. International Journal of Contemporary Hospitality Management, 30(10), 3135-3155. DOI: 10.1108/IJCHM-06-2017-0369
Berthon, P., Ewing, M. & Hah, L.L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.
Bhatnagar, J. & Srivastava, P. (2008). Strategy for staffing: employer branding & person organization fit. Indian Journal of Industrial Relations, 44(1), 35-48.
Chebat, J.C. & Kollias, P. (2000). The impact of empowerment on customer contact employees’ roles in service organisations. Journal of Service Research, 3, 66-81.
Chhabra, N.L. & Sharma, S. (2014). Employer branding: strategy for improving employer attractiveness. International Journal of Organizational Analysis, 22(1), 48-60. DOI: 10.1108/IJOA-09-2011-0513
Deepa, R. & Baral, R. (2019). Importance-performance analysis as a tool to guide employer branding strategies in the IT-BPM industry. Journal of Organizational Effectiveness: People and Performance, 6(1), 77-95.
Horng, J.S., Tsai, C.Y., Yang, T.C. & Liu, C.H. (2016). Exploring the relationship between proactive personality, work environment and employee creativity among tourism and hospitality employees. International Journal of Hospitality Management, 54, 25-34.
Jain, N. & Bhatt, P. (2015). Employment preferences of job applicants: unfolding employer branding determinants. Journal of Management Development, 34(6), 634-652. DOI: 10.1108/JMD-09-2013-0106
Kashyap, V. & Verma, N. (2018). Linking dimensions of employer branding and turnover intentions. International Journal of Organizational Analysis, 26(2), 282-295.
Kaur, R. & Shah, R. (2021). Employer branding at armed forces: current and potential employees’ perspective. European Journal of Training and Development, Article in press. DOI: 10.1108/EJTD-03-2019-0043
Kucherov, D. & Zavyalova, E. (2012). HRD practices and talent management in the companies with the employer brand. European Journal of Training and Development, 36(1), 86-104.
Lee, C., Kao, R. & Lin, C. (2018). A study on the factors to measure employer brand: the case of undergraduate senior students. Chinese Management Studies, 12(4), 812-832.
Morgeson, F.P., Reider, M.H. & Campion, M.A. (2005). Selecting individuals in team settings: the importance of social skills, personality characteristics, and teamwork knowledge. Personnel Psychology, 58(3), 583-611.
Newburry, W., Gardberg, N.A. & Belkin, L.Y. (2006). Organizational attractiveness is in the eye of the beholder: the interaction of demographic characteristics with foreignness. Journal of International Business Studies, 37(5), 666-686.
Ognjanović, J. (2019). Building employer attractiveness as part of the employer branding strategy. Ekonomija, teorija i praksa, XII(3), 53–68.
Ognjanović, J. (2020). Employer brand and workforce performance in hotel companies. Hotel and Tourism Management, 8(2), 65-78.
Rampl, L.V. (2014). How to become an employer of choice: transforming employer brand associations into employer first-choice brands. Journal of Marketing Management, 30(13-14), 1486-1504.
Rampl, L.V. & Kenning, P. (2014). Employer brand trust and affect: linking brand personality to employer brand attractiveness. European Journal of Marketing, 48(1/2), 218-236. DOI: 10.1108/EJM-02-2012-0113
Santiago, J. (2019). The relationship between brand attractiveness and the intent to apply for a job: A millennials’ perspective. European Journal of Management and Business Economics, 28(2), 142-157. DOI: 10.1108/EJMBE-12-2018-0136
Schlager, T., Bodderas, M., Maas, P. & Cachelin, J.L. (2011). The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation. Journal of Services Marketing, 25(7), 497 – 508.
Sharma, R. & Prasad, A. (2018). Employer brand and its unexplored impact on intent to join. International Journal of Organizational Analysis, 26(3), 536-566.
Sivertzen, A., Nilsen, E.R. & Olafsen, A. (2013). Employer branding: employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473–483. DOI: 10.1108/JPBM-09-2013-0393
Tanwar, K. & Kumar, A. (2019). Employer brand, person-organisation fit and employer of choice Investigating the moderating effect of social media. Personnel Review, 48(3), 799-823. DOI: 10.1108/PR-10-2017-0299
Tanwar, K. & Prasad, A. (2016). The effect of employer brand dimensions on job satisfaction: gender as a moderator. Management Decision, 54(4), 854 – 886.
Wilden, R., Gudergan, S. & Lings, I. (2010). Employer branding: strategic implications for staff recruitment. Journal of Marketing Management, 26(1), 56-73. DOI: 10.1080/ 02672570903577091
Xie, C., Bagozzi, R. & Meland, K. (2015).The impact of reputation and identity congruence on employer brand attractiveness. Marketing Intelligence & Planning, 33(2), 124-146.
Younis R.А. & Hammad, R. (2021). Employer image, corporate image and organizational attractiveness: the moderating role of social identity consciousness. Personnel Review, 50(1), 244-263. DOI: 10.1108/PR-02-2019-0058
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2021/10/15
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