The purpose of this paper is to investigate a relatively new employer branding approach and how it can be applied to a particular company – GAN Integrity Solutions. Mentioned first in the mid – 1990s, employer branding is the approach which seeks to develop image of the company as “a nice place to work” and attract potential talents. It is worth to investigate it due to current situation in the markets: high competition between companies, shortage of key skills, information (good or bad about the company) dissemination opportunities.In order to understand how employer branding could be applied to the mentioned company, comparative case study and survey were done. The researcher investigated how employer branding works in the real life and what are the expectations about the future workplace.Findings of the research prove that employer branding is a useful tool in attracting desired work force. It can be beneficial in increasing awareness about the company and managing employer image internally and externally.
展开▼
