Employer Branding in the context of the new management paradigm

Abstract

Objectives The purpose of this article is to describe the contemporary management paradigm in the context of human resources management. This article shows also the consequences of this process - the need for strategic and long-term building of an attractive workplace (employer branding). Material and methods The preparation of the text is based on literature studies - a review of available polish and english-language publications as well as reports of consulting companies and industry associations. Results The article presents the evolution of the organization and management paradigm and describes the need for a holistic, business view on the strategic human resources management. Only that understanding will facilitate the building of competitive advantage in a market. Conclusions The article shows also that employer branding is an instrument enabling building a brand of a solid workplace, related to the implementation of a psychological contract between an employer and an employee. The analysis of the sources emphasized the role of human capital in creating the competitiveness and potential of companies and confirmed the inevitable need for comprehensive use of tools to build employer image.

Keywords

• hr
• employer branding
• : management paradigm
• strategic human resources management
• human resource department