Tina Tomažič – University of Maribor, Faculty of Electrical Engineering and Computer Science, Institute for Media communications, Koroška cesta 46, 2000 Maribor, Slovenia
Anita Kovačič Čelofiga – University of Maribor, Faculty of Electrical Engineering and Computer Science, Institute for Media communications, Koroška cesta 46, 2000 Maribor, Slovenia
DOI: https://doi.org/10.31410/ITEMA.2021.93
5th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2021, Online/virtual, October 21, 2021, CONFERENCE PROCEEDINGS published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-51-6, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.2021
Abstract
Many companies and organizations in the labor market are facing “War for talents”. In order to acquire new, and retain existing employees, and, at the same time, to be considered the best employer on the market, more and more organizations are building and managing their own brand of employer. The employer’s branding is most often associated with the activities of Marketing and Human Resources management experts; but, in practice, it often turns out that in the process, an indispensable partner in building the employer’s branding is ignored, i.e. communication experts. Therefore, in this article, we defend the position that employer branding is also a communication skill, which, however, needs to be adapted to the current situation in these turbulent times associated with the COVID-19 pandemic. This includes digitizing and adapting employer branding communication to both the needs of target groups and the requirements of digital processes. Therefore, the paper examined the societal change in work norms caused by the COVID-19 pandemic, to contribute to a more successful and efficient branding of the modern employer as a form of strategic communication in both the virtual and hybrid work environments.
Keywords
Employer branding; COVID-19 pandemic; Communication
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