It is an undeniable fact that the rules of today's labor market have changed a lot. In the past, it was enough for employers to publish a job advertisement, and they would receive a large enough number of applications to conduct a systematic and high-quality selection process, and to really choose the best candidate for themselves from the applicants. Today, not only has the number of applications for job advertisements decreased, but the candidates who send their resume and motivation letter most often do not meet the employer's requirements in terms of their knowledge, abilities and work experience, see the job only as a temporary solution, or are not motivated to work for a specific company at all. It turns out that employers today have to "try harder" to find quality people.
The outflow of population has definitely had an impact on the structure of the Croatian population, which has consequently caused employers in all types of activities to have difficulty finding quality staff. To make matters worse, the quality candidates who have remained to live in our beautiful country will most often not be the ones to make the first kazakhstan whatsapp data move towards companies, but rather wait for them to do so first. This is precisely why we come to a concept that is gaining increasing importance in the field of human resources management today, and that is employer branding.
Employer = brand
Employer branding is, according to one definition, the process of creating a great place to work that promotes those talents whose knowledge and skills the organization needs to achieve its goals (Mosley & Schmidt, 2017). In essence, it encompasses a series of systematic structural-communication-marketing activities that a company needs to undertake in order not only to present itself to the market as a desirable employer, but also to attract, hire and retain quality staff.
In the 60s of the last century, with the expansion of various manufacturers of FMCG goods, it was no longer enough to just have a quality product, but that quality product on the shelves had to stand out from others in order to continue to be sold - and that's how brands were born. A very similar thing has started to happen with employers nowadays.
A survey conducted by LinkedIn a few years ago showed that only 12% of the population belongs to the group of people who are actively looking for a job, that is, those who send their applications to companies on their own initiative. The same survey detected that 73% of the population belongs to the so-called "passive job seekers", those who most often will not send their application for a job on their own initiative. Are you wondering why? The statistics are inexorable. Namely, it was shown that these people do not want to take the first step towards employers because 75% of them research the reputation of the company before sending their application for a job, 83% state that it is very important to them what kind of brand the employer has on the market, and as many as 69% of them will simply not apply to a company with a bad reputation.