БРАНДИНГ НА РАБОТОДАТЕЛЯ- КОНЦЕПТУАЛНА ОСНОВА И ПРИЛОЖЕНИЕ В БЪЛГАРСКAТA БИЗНЕС ПРАКТИКA
EMPLOYER BRANDING - CONCEPTUAL BASIS AND APPLICATION IN BULGARIAN BUSINESS PRACTICE

Summary/Abstract: This article discusses a topic that is of utmost importance in today's highly competitive markets, where it is vital for companies to have a strong employer brand that can attract talented people for various positions. The goals set by the author are: defining the concept of "employer branding" from the viewpoint of its components - internal and external branding, formulating a group of indicators for research and analysis of the external employer branding of companies, as well as presentation of some methodological guidelines for conducting such studies. The second part of the article contains a review of several excellent examples of employer branding and draws conclusions and guidelines for its successful implementation by companies on the Bulgarian market.

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