The Employer Branding as a Competitive Advantage

Nikolay Kanchev
South-West University „Neofit Rilski“ Blagoevgrad, Bulgaria

https://doi.org/10.53656/voc22-304rabo

Abstract. The article examines the employer branding as an expression of the reputation and experience that creates an organization as an employer (this is in practice the identity of the organization, which is perceived by the public). It has been pointed out that building a successful employer branding strategy is done through the development and ongoing implementation of policies, programs, rewards, benefits offered to potential job applicants and to existing employees benefits and advantages. Good employer branding has been shown to be a strong competitive advantage in recruiting and retaining employees. Even if no specific employer branding strategy has been created, this brand exists in reality and has an impact on a daily basis. If there is no such strategy, however, the brand is likely to be perceived in a different way than we want it to be perceived. The different stages in developing and implementing an employer branding strategy are therefore discussed.
Keywords: employer branding; stages of development; organisation; competitive advantage; recruitment and retention

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