EMPLOYER BRANDING VS PERSONAL BRANDING
EMPLOYER BRANDING VS PERSONAL BRANDING
Author(s): Małgorzata Sidor-RządkowskaSubject(s): Business Economy / Management, Marketing / Advertising, Human Resources in Economy
Published by: Szkoła Główna Handlowa w Warszawie
Keywords: employer branding; personal branding; professional career; employability;
Summary/Abstract: The article presents analysis of the inter-relationships between the notions of “employer branding” and “personal branding”. It is argued that the contemporarily observed changes in the approach to building professional career require undertaking actions both in the area of employer branding and personal branding. At the time of career surfers the concepts of employer branding and personal branding must be treated complementarily – in order to obtain competitive advantage, employers must provide opportunities to employees to build their own brands.
Journal: Organizacja i Kierowanie
- Issue Year: 185/2019
- Issue No: 2
- Page Range: 43-52
- Page Count: 10
- Language: English