The impact of the employer brand on the corporate reputation of hotel companies

Abstract

Employees are one of the key resources involved in building of corporate reputation. The efficiency of employees is reflected in the corporate reputation and depends on the development of the employer brand. The concept of the employer brand is aimed at building the image of attractive employer in the labor market and implies providing functional, psychological and economic benefits for potential and current employees. The aim of this paper is to examine the interdependence of the employer brand dimensions and the corporate reputation of the observed hotels in the Republic of Serbia. The research involved the application of correlation analysis, regression analysis and non-parametric tests to check the differences between groups. In the paper are observed three dimensions of the employer brand: functional-economic value, social value and interest value. It is proved and the presence of a positive and statistically significant correlation between the dimensions of the employer brand and the corporate reputation of the observed hotels. Based on the processed data, the influence of the dimensions of the employer brand on the corporate reputation of the hotel has been proven, with the strongest influence on the social value and functional-economic value. Non-parametric tests did not reveal a statistically significant difference in the level of development of the employer's brand dimensions between different categories of hotels.

Keywords

• employer brand
• corporate reputation
• human resources
• hotel