Building the Employer Brand as a Driver for Achieving Sustainability
Building the Employer Brand as a Driver for Achieving Sustainability

Author(s): Neviana Krasteva, Tinka Churkova
Subject(s): Economy, Business Economy / Management
Published by: Институт за икономически изследвания при Българска академия на науките
Summary/Abstract: This article explores how the employer brand, combined with sustainable business practices and commitments to Environmental, Social, and Governance principles, becomes a key instrument for organizational development in the current economic and social environment. Through content analysis of 14 Bulgarian companies from various sectors, the study identifies how digital communication, the employer value proposition and adaptation to Generations Y and Z contribute to internal organizational engagement and external reputational trust. The authors argue that strategically developing the employer brand in alignment with sustainability principles has the potential not only to improve human resources effectiveness but also to strengthen the organization’s long-term competitive position.

• Details
• Contents