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Using Branding To Attract, Recruit, And Retain Talented Staff

Author

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  • Nicoleta Valentina FLOREA

    (University Valahia of Targoviste, Romania)

Abstract

In this environment in continuous changing it is hard for organizations to attract and maintain the best candidates. The organizations use many methods to recruit and hire, but now it is time to use the organization’s brand to attract talents the organization would like. This article will define the employer brand as the organization’s image, as an exceptional place to work in the minds of the current employees as well as potential candidates, clients, customers, and stakeholders. The case study is made in six large organizations from Dambovita County, Romania, and describes how to use the organization’s brand to attract, retain, and engage the people it needs. I made a survey and the data collected I putted them in a model of analyze and can be applied to any organization which wants to find out if it is using correctly its strong powers to attract and retain the best candidates. The employer brand is the value proposition that organization conveys its employees and the external labor market. Great organizations create such a strong brand that it draws the talent to them rather than having to spend significant time and money on selling the organization to the talent market. Many benefits in the recruiting world are provided by a strong employment brand.

Suggested Citation

  • Nicoleta Valentina FLOREA, 2011. "Using Branding To Attract, Recruit, And Retain Talented Staff," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 283-297, November.
    • Handle: RePEc:aio:manmar:v:ix:y:2011:i:2:p:283-297
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    File URL: http://www.mnmk.ro/documents/2011-2/11_Florea_Nicoleta_FFF.pdf
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    Citations

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    Cited by:

    1. Nicoleta Valentina FLOREA, 2014. "The Impact Of Hr Managers’ Roles On Implementing Best Hr Practices And Attracting And Retaining Best Employees," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 190-204, November.
    2. Maria Cristina Stefan & Violeta Andreea Andreiana & Dorin Iancu, 2020. "Promoting Valahia University of Targoviste Among High-school Pupils and Students," Book chapters-LUMEN Proceedings, in: Ioana PANAGORET & Gabriel GORGHIU (ed.), International Conference Globalization, Innovation and Development. Trends and Prospects (G.I.D.T.P.), edition 1, volume 10, chapter 11, pages 86-94, Editura Lumen.
    3. Nicoleta Valentina FLOREA & Raluca GÎLMEANU (MANEA), 2016. "Leadership Communication- An Efficient Way To Motivate Human Capital," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 101-117, May.

    More about this item

    Keywords

    human resources management; branding; advertising; recruitment; talented staff;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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