EMPLOYER BRANDING – NEED OR A TREND
Abstract
Činjenica je da se tržište radne snage izmenilo, a problem nedostatka kadra je posebno izražen u ugostiteljstvu. Ugostitelji su ostali bez kvalifikovanih zaposlenih, a pojedini nemaju ni one ograničenog znanja i veština. Mnogi se uzdržavaju od širenja posla zbog straha da neće moći da pronađu radnu snagu. Nema izgleda da će se problem smanjivati. U prošlosti su se kandidati borili za poslodavca, a izgledi su da će se u narednom periodu poslodavci boriti za kandidate. Da bi stvorili imidž poželjnog poslodavca ugostitelji treba da ponude materijalne i nematerijalne koristi, uslove rada koji će uključivati konkurentne zarade, bonuse, balans između privatnog i poslovnog života, zdravo radno okruženje, korektan odnos sa menadžmentom i mogućnost napretka.
U radu će se prikazati mogućnosti koje ugostitelji mogu da primene i unaprede svoj imidž u svesti kandidata i na taj način se brendiraju kao poželjni poslodavci.
References
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31. Žugaj, M., Bojanić-Glavić, B., Brčić, R. i Šehanović, J. (2004.) Organizacijska kultura, Varaždin: TIVA Tiskara Varaždin.
32. https://get.popmenu.com/post/restaurant-employer-branding
2. Armstrong, M. i Taylor, S. (2014.) Handbook of Human Resource Managment
Practice, London: Kogan Page.
3. Ahmad, N.A., Daud, S. (2016): Engaging people with employer branding. Procedia Econ. Finance 35, 690–697.
4. Aldousari, A. A., Robertson, A., Yajid, M. S. A., & Ahmed, Z. U. (2017). Impact of employer branding on organization’s performance. Journal of transnational management, 22(3), 153-170.
5. Arriscado, P., Quesado, H., & Sousa, B. (2019). Employer branding in the digital era attracting and retaining millennials using digital media. Communication: Innovation & Quality, 391-403.
6. Barjaktarović, S., Cicvarić-Kostić, S., Kostić-Stanković, M. (2021). Employer brand communication in job advertisements. Marketing, 52(4), 225-234.
7. Berthon, P., Ewing, M. i Hah, L. L. (2005.) „Captivating company: dimensions of attractiveness in employer branding“, International Journal of Advertising, sv. 24 (2):151 – 172.
8. Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9, 501-517.
https://doi.org/10.1108/13620430410550754.
9. Becker, B. E., Huselid, M. A., & Ulrich, D. (2001). Gestão estratégica de pessoas com scorecard: interligando pessoas, estratégia e performance. In Gestão estratégica de pessoas com scorecard: interligando pessoas, estratégia e performance (pp. 260-260).
10. Biswas, M.K., & Suar, D. (2016). Antecedents and Consequences of Employer Branding. Journal of Business Ethics, 136(1), 57-72.
11. Boella, M. J., & Goss-Turner, S. (2019). Employer branding. In Human Resource Management in the Hospitality Industry (pp. 117-126). Routledge.
12. Davis, P., & Love, P. (2011). Alliance contracting: adding value through relationship development. Engineering, Construction and Architectural Management, 18(5), 444-461.
13. Dutta, S. (2010). What’s your personal social media strategy? Harvard Business Review, 88(11),127–130.
14. Figurska, I. i Matuska, E. (2013.) „Employer Branding as a Human Resources
Management Strategy“, Human Resources Management & Ergonomics, sv. 7 (2): 35 –
51.
15. Frook, J. E. (2001). Burnish your brand from the inside. B toB, 86(8), 1–2
16. Ghadeer M., Badr E.,(2016). "Employer branding: What constitutes" An Employer of choice?." Journal of Business and Retail Management Research 11.
17. Ivanovic, S., & Blazevic, M. (2009). Human resource management in the hospitality industry. Tourism and hospitality management, 15(1), 107-116.
18. Kochummen, S., Kumar, K. S. (2022.) Employer branding for the IT and IT enabled
service industry, Ashok Yakkaldevi
19. Kumar, A., Devadas, U. M., & Dhammika, K. A. S. (2021). Impact of employee value proposition on employee retention. International Journal of Economics, Business and Human Behaviour, 2(3), 19-33.
20. Lancaster, K. (2017). Confidentiality, anonymity and power relations in elite interviewing: conducting qualitative policy research in a politicised domain. International Journal of Social Research Methodology, 20(1), 93-103.
21. Luthans, F., & Peterson, S. J. (2002). Employee engagement and manager self‐efficacy. Journal of management development, 21(5), 376-387.
22. Minchington, B., & Thorne, K. (2007). Measuring the effectiveness of your employer brand. Human Resources Magazine, 12(4), 14-16.
23. Nurmi, K., & Varis, K. (2021). How to Improve Employee Engagement in the Hospitability Business by Developing the Employer Brand During the Covid-19 Pandemic-An Action Research Case Study From the UK. American Journal of Management, 21(4), 44-66.
24. Robertson, A. and Khatibi, A. (2013): The Influence of Employer Branding on Productivity-Related Outcomes of an Organization, The IUP Journal of Brand Management, 10 (3).
25. Russell, S., & Brannan, M. J. (2016): “Getting the right people on the bus”: Recruitment, selection and integration for the branded organization. European Management Journal, 34(2), 114-124.
26. Shellenbarger, G., Leichter, J. J., Genovese, S. J., & Wing, S. R. (1998): Breaking internal waves on a Florida (USA) coral reef: a plankton pump at work?. Marine Ecology Progress Series, 166, 83-97.
27. Trevor, J., Hill, R. (2012): Developing transformational leadership capability. Developing Leaders. 42–47
28. Voloboieva, I., Kravchuk, O., & Varshava, D. (2021). The Value Dimension of the Employer Brand: Influencing the Staff Engagement. Business Inform, 4, 302-309. https://doi.org/10.32983/2222-4459-2021-4-302-309.
29. Warhurst, C., & Nickson, D. (2007). Employee experience of aesthetic labour in retail and hospitality. Work, employment and society, 21(1), 103-120.
30. Wallace, M., Lings, I., Cameron, R., & Sheldon, N. (2014). Attracting and retaining staff: the role of branding and industry image. Workforce development: Perspectives and issues, 19-36.
31. Žugaj, M., Bojanić-Glavić, B., Brčić, R. i Šehanović, J. (2004.) Organizacijska kultura, Varaždin: TIVA Tiskara Varaždin.
32. https://get.popmenu.com/post/restaurant-employer-branding