ATTRACTING AND RETAINING EMPLOYEES AS A RESULT OF EFFECTIVE EMPLOYER BRAND MANAGEMENT

For years, the labor market has been facing the problem of finding suitable employees for vacant positions. Despite a large number of unemployed persons, recruitment and selection is still a problem for companies. Today, companies face challenges in recruiting and retaining a talented workforce. New technologies bring with them new requirements and job descriptions, so the lack of qualified candidates is becoming more and more obvious. Employer branding can serve as a strategy for business organizations to position themselves on the labor market so that potential candidates will perceive them as a desirable place to work, and also for the purpose of retaining existing employees. Every business organization has its own reputation, ie. Brand, but it is important how it will be managed and what benefits could bring.