Pregledni rad

EFFECTIVE CONTENT FOR DIGITAL EMPLOYER BRANDING

Sonja Ivančević ; Faculty of Organisational Sciences, University of Belgrade, 154, Jove Ilića Street, 11010 Belgrade, Serbia
Tamara Vlastelica ; Faculty of Organisational Sciences, University of Belgrade, 154, Jove Ilića Street, 11010 Belgrade, Serbia

Sažetak

The significance of the employer brand during the ‘global war for talent’ has been undeniable. Organizations have applied marketing principles of brand management to talent management in the attempt to attract and employ adept and motivated workers. However, just as successful marketing has switched from being transactional to relationship oriented, the same in-depth shift needs to happen regarding employer branding, transferring it from traditional communication tools and messages usage to continuous communication based on customized value proposition.
Communicating and promoting the image of an employer as generally ‘a great place to work’ has been proven not to be enough. Moreover, as job-hopping Millennials have entered the workforce, it is imperative that employee value proposition (EVP) in employer branding campaigns is determined by potential employees’ actual needs and delivered through communication channels of their choice. This paper proposes the most effective content for employer branding and marketing campaigns based on the results of the empirical research using the Herzberg's theory of work motivation, including 528 Millennials. The results show a substantial change in the expectations this generation has from work and the workplace, which should be included in digital employer branding and content marketing, and used to build long-term employer reputation.

Ključne riječi

employer brand; employer branding; digital communication; content marketing; Millennials; EVP; motivation

Hrčak ID:

275584

URI

https://hrcak.srce.hr/275584

Datum izdavanja:

15.3.2022.

Posjeta: 1.805 *