BRENDIRANJE POSLODAVCA I DIGITALNA TRANSFORMACIJA
EMPLOYER BRANDING AND DIGITAL TRANSFORMATION

Summary/Abstract: Digital transformation is a crucial priority for modern societies and their economies. The ability to survive in the market, whether local or global, increasingly depends on the willingness to introduce changes that lead to business transformation. It is important to meet the expectations of organizational stakeholders regarding the availability of services and/or products anytime and anywhere, while also building a strong emotional connection with the brand. Successful branding ensures that the brand generates awareness, recognition, and lasting loyalty. This principle also applies to employer branding, which involves creating a unique value proposition and shaping both internal and external perceptions of the employer's brand, distinguishing it from competitors. Digital branding is a crucial component of an employer's branding strategy. It involves various elements that aim to build an intangible brand identity, change communication within and between organizations and their stakeholders, and implement digital business models. This paper focuses on the digital transformation of businesses in Bosnia and Herzegovina, specifically the willingness of employers to adapt to necessary changes, using an insurance company as an example.

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