Employer Branding for the Recruitment and Retention of Talented Employees belonging to the new Generation of Millennials

Brendiranje poslodavaca u funkciji privlačenja i zadržavanja talenata koji pripadaju generaciji milenijalaca

Jelena M. Lukić,

Karolina R. Perčić,

Milan N. Brkljač

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Issue:

50/2

DOI number:

UDK: 331.105.2-057.15:005.963

JEL classification:

M50, M31

Abstract

Employers are increasingly faced with the need to identify, attract, hire and retain the best talent from the labor market in order to survive in the condition of fierce competition. As talents are in a position to choose an employer, successful companies seek to position themselves as ideal and desirable employers through the establishment of a strong employer brand. In the process of brand establishing, by applying the knowledge from the field of marketing and human resources, employers tend to position themselves to labor market candidates as unique and desirable with ideal working conditions, while at the same time trying to increase the level of satisfaction and dedication of existing employees. A modern approach to the process of branding an employer implies taking into account the needs and desires of different generation of employees. A generation that takes an important position in society and labor market – millennium generation (also known as the generation Y) has specific needs, demands and desires when it comes to selecting an employer. In this paper are point out the key specifics of establishing employer brand in order to position it as an ideal place for talents that belong to the generation of millennials.

Apstrakt

Poslodavci se sve više trude da identifikuju, privuku, zaposle i zadrže najbolje talente u svojoj kompaniji kako bi opstali na tržištu u uslovima oštre konkurencije. Kako su talenti u poziciji da biraju poslodavca, uspešne kompanije nastoje da se pozicioniraju kao idealni i poželjni poslodavci kroz izgradnju brenda dobrog poslodavca. U procesu izgradnje brenda, primenom znanja iz oblasti marketinga i ljudskih resursa, poslodavci nastoje da se kandidatima sa tržišta rada predstave kao poslodavci sa idealnim uslovima za rad, dok kod postojećih zaposlenih nastoje da povećaju stepen zadovoljstva, posvećenosti, motivisanosti i lojalnosti. Savremeni pristup brendiranja poslodavaca podrazumeva da se uzmu u obzir potrebe i želje koje imaju različite generacije zaposlenih. Generacija koja počinje da zauzima sve značajnije pozicije u društvu i privredi – milenijumska genera-cija (poznata i pod nazivom generacija Y) ima specifične preferencije, zahteve i želje kada je reč o odabiru poslodavca. U ovom radu je ukazano na ključne specifičnosti izgradnje brenda poslodavca kako bi se poslodavac pozicionirao kao idealno mesto za rad talenata koji pripadaju generaciji milenijalaca.

References

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