EMPLOYER BRANDING AS A STRATEGIC ASSET: THE IMPACT OF HR REPUTATION ON BUSINESS COMPETITIVENESS

Abstract

This article examines the importance of an employer brand for an organization as a strategic resource and its impact on business competitiveness. Given the knowledge economy and increasing competition for talent, a company's HR branding is becoming key to attracting and retaining talent. The article clarifies the meaning of an employer brand, its main components, and how to build it. It considers the contribution of corporate culture, employee value proposition, and communications approach to creating and maintaining a strong employer brand. It also examines the contribution of an HR brand to other organizational outcomes, such as reduced recruitment costs, increased retention and productivity, and overall increased employee engagement. It analyzes the economic value of a strong employer brand and the importance of an employer brand for a business's ability to survive over time. The article examines current changes in employer branding due to the digitalization of communications, the emergence of remote work, and the growing attention to employer branding and corporate social responsibility.
It is concluded that the formation and development of an employer brand require a systematic strategic approach and should be considered as an important element of human resource management and ensuring the sustainable competitiveness of a company.