Employer branding – a dialogistic communication tool of a competitive employer
Journal Title: Journal of Intercultural Management - Year 2013, Vol 5, Issue 2
Abstract
The present article aims at discussing the value of employer branding, a relativelyrecent phenomenon in the field of company communication practices, which can betreated as an attempt to develop a dialogistic type of relationships between companyemployers and employees. The former use this communication strategy to attract qualityworkers and to retain the currently employed. For the latter it is the means to evaluatetheir employer by means of all kinds of suggestions, innovative remarks as well ascomments, both positive and negative impacting the employer’s image and reputation.As such employer branding may be treated as an important source of information forthe employer about their management strengths and weakness, especially as far as theirPublic Relations (PR) practices are concerned. The author of the present article arguesthat employer branding can contribute significantly to the employer self-knowledge andverify their self-perception as well as serve to improve the image the company aims atcreating only if the employer-employees communication becomes a dialogue. It impliesthat the communication between them must be founded on humanistic values whichmeans that both parties treat each other with due respect, the information provided bythe employees is neither manipulated nor distorted, and the employer acts as an activelistener.
Authors and Affiliations
Anna Lubecka
Keywords
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