BUILDING EMPLOYER ATTRACTIVENESS AS PART OF THE EMPLOYER BRANDING STRATEGY

Abstract

Sources of sustainable competitive advantage and key
resources used to differentiate companies in the market are talented
individuals who, with their knowledge and capabilities, achive high
results per unit of time. One way to attract talents to a company is to
develop employer attributes that make one company attractive in the
labour market. The main aim of this paper is to observe the
attractiveness of the employer and his/her attributes from the
perspective of potential employees. Based on the research conducted
so far, it has been concluded that building an image of an attractive
employer is an important part of employer branding strategy that
contributes to attracting talented individuals to companies. By
developing attractive attributes of an employer a company acquires
certain benefits by building the most appropriate workforce structure.