INTERACTION OF EMPLOYER BRANDING AND VOCATIONAL REHABILITATION: LEVERAGE OF COMPETENCIES AND EMPLOYER ATTRACTIVENESS
INTERACTION OF EMPLOYER BRANDING AND VOCATIONAL REHABILITATION: LEVERAGE OF COMPETENCIES AND EMPLOYER ATTRACTIVENESS

Summary/Abstract: The attractiveness of an employer‟s corporate culture has become an increasingly significant factor for qualified personnel when choosing a job. Employer branding offers companies a strategic approach to actively shape their identity, culture and values. Topics such as corporate social responsibility (CSR), diversity, occupational health and safety (OHS), social inclusion and vocational rehabilitation can all be part of an employer‟s branding strategy. However, the interrelationship between these subjects has not been adequately addressed by the existing literature. Therefore, vocational rehabilitation as an essential area of human resources and the CSR activity of a company, the strategic fit, as well as their interactions with employer branding have been examined in this paper. The research was based on a literature review, and the selected literature was evaluated following the „strategy as stretch and leverage‟ principles proposed by Hamel and Prahalad (1993). The results analytically revealed that the integration of vocational rehabilitation into the employer branding strategy can generate real added value, as the effects of vocational rehabilitation are, in many respects, congruent with the objectives of employer branding. More specifically, it can preserve and regain human resources, which consequently makes a positive contribution to employee motivation, mental health and resilience. Additionally, it strengthens and complements both the leadership and communication skills of management, and the company's values and culture. Furthermore, both the internal and external identity, and the image of a caring employer, can be conveyed effectively and authentically, leading to a significant increase in the employer‟s attractiveness to qualified potential employees.

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