РАЗВИТИЕТО НА РАБОТОДАТЕЛСКАТА МАРКА И НЕЙНОТО СТРАТЕГИЧЕСКО ВЛИЯНИЕ ВЪРХУ БИЗНЕС РАСТЕЖА НА ЕДНА КОМПАНИЯ
THE DEVELOPMENT OF EMPLOYER BRAND AND ITS STRATEGIC IMPACT ON THE BUSINESS GROWTH OF ONE COMPANY

Summary/Abstract: This literature review explores the strategic role of employer branding in the context of modern business challenges and opportunities for growth. Through an in-depth analysis of key theoretical models and empirical studies, the review highlights how internal and external dimensions of employer identity influence talent attraction, retention, and employee engagement. It emphasizes the link between strong employer brands and organizational effectiveness, financial performance, and competitive advantage. The impact of digital technologies, generational differences, and sustainability on employer branding strategies is examined in detail. The review concludes with recommendations for future research and practical guidelines for organizations aiming to achieve sustainable business growth through strategic employer brand management.

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