Утицај корпоративног идентитета на репутацију и бренд послодавца

DOI: https://doi.org/10.5937/sjm18-37903
Ključne reči: English, Srpski

Sažetak


Студија се фокусира на област корпоративног идентитета и његову повезаност са репутацијом и брендом послодавца. Како конкуренција на тржишту рада расте, све више компанија, посебно, улаже своје напоре и ресурсе у развој бренда послодавца који би био привлачан и садашњим и потенцијалним запосленима. Ако организација жели да буде перципирана као пожељно место за рад, а послодавац као идеално, потребна је доследна корпоративна комуникација и хармонизација интерне комуникације између запослених и екстерних запосленика. Сврха рада је да се испитају услови под којима је могуц́е створити добру репутацију и атрактиван бренд послодавца кроз корпоративни идентитет и на тај начин стец́и конкурентску предност на тржишту рада. Наш интерес је да утврдимо које атрибуте треба испунити да бисмо створили атрактиван бренд за послодавца са добром репутацијом.

Biografija autora

Jaroslav Bednárik
Biography

He has been working at the UCM in Trnava since 1997 and at the FMK UCM since 2003. He graduated in industrial enterprises management at the Faculty of Materials Technology of STU in Trnava. In 2009 he completed his doctoral studies at the same faculty, where he obtained his PhD. In 2012 he habilitated at the Faculty of Mass Media Studies at the Faculty of Economics, UCM in Trnava. He has practical experience in the field of human resources management, also as a manager.

His scientific research and publishing activities are focused on human resource management and personnel marketing, crisis management and crisis communication and socially responsible business. He is the author or co-author of several scientific monographs, university textbooks, textbooks and other publications in domestic and foreign journals and proceedings, which are also indexed in international databases.

In the previous period he served as Vice-Rector for Development of UCM. He is a member of the UCM Scientific Council and the Scientific Council of the UCM FMK. He is a member of the Departmental Council for Doctoral Studies, a member of several editorial boards of professional journals and scientific boards of conferences, a member of state examination committees, a member of selection committees for PhD studies, a member of committees for dissertation examinations, an evaluator of VEGA and KEGA projects. He is also a co-guarantor of the study programme in Mass Media Studies and a member of the Quality Council of the FMK UCM in Trnava.

 

Reference

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     Balmer, J. (2008). Identity-based views of the corporation. European Journal of Marketing,  42 (9/10), 886-891.  


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Objavljeno
2023/06/20
Broj časopisa
Vol. 18 Br. 1 (2023): Serbian Journal of Management
Rubrika
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