EMPLOYER BRANDING STRATEGY ON THE EXAMPLE OF GLOBAL COMPANIES

Authors

  • Aleksandra Božilović Autor
  • Danijela Lalić Autor

DOI:

https://doi.org/10.24867/27GI16Bozilovic

Keywords:

strategy, branding, company, market

Abstract

This research explores employer branding strategies and approaches of four global companies- Google, Netflix, Starbucks, and Salesforce. The aim of the study was to analyze how thesecompanies build their employer brands, attract talent, and create a positive impression amongpotential employees.

References

[1] Gatewood, R. D., Gowan, M., & Lautenschlager, G. (1993) Corporate image, recruitment image and initial job choice decisions. Academy of Management journal.
[2] American Marketing Association (2007) Employer Branding. Preuzeto sa: https://www.ama.org/.
[3] Spajić, J. (2020). Osnove brendiranja. Novi Sad: Fakultet tehničkih nauka.
[4] Pejković, S. (2020). Brendiranje poslodavca kao strategija privlačenja, zapošljavanja i zadržavanja talenata. Sarajevo: Univerzitet u sarajevu.
[5] Google. (2023) About Google. Preuzeto sa: https://about.google/.
[6] Netflix. (2023) About Netflix. Preuzeto sa: https://about.netflix.com/en.
[7] Starbucks. (2023) About Starbucks. Preuzeto sa: https://www.starbucks.com/about-us/
[8] Salesforce. (2023) What is Salesforce? Preuzeto sa: https://www.salesforce.com/in/products/what-is-salesforce/.

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Published

2024-08-04

Issue

Vol. 39 No. 08 (2024): Proceedings of Faculty of Technical Sciences

Section

Industrial Engineering and Management