USING BRANDING TO ATTRACT, RECRUIT, AND RETAIN TALENTED STAFF

Abstract

In this environment in continuous changing it is hard for organizations toattract and maintain the best candidates. The organizations use manymethods to recruit and hire, but now it is time to use the organization’s brandto attract talents the organization would like. This article will define theemployer brand as the organization’s image, as an exceptional place to workin the minds of the current employees as well as potential candidates, clients,customers, and stakeholders. The case study is made in six largeorganizations from Dambovita County, Romania, and describes how to usethe organization’s brand to attract, retain, and engage the people it needs. Imade a survey and the data collected I putted them in a model of analyzeand can be applied to any organization which wants to find out if it is usingcorrectly its strong powers to attract and retain the best candidates. Theemployer brand is the value proposition that organization conveys itsemployees and the external labor market. Great organizations create such astrong brand that it draws the talent to them rather than having to spendsignificant time and money on selling the organization to the talent market.Many benefits in the recruiting world are provided by a strong employmentbrand.

Keywords

• human resources management
• branding
• advertising
• recruitment
• talented staff