UTICAJ BRENDIRANJA NA EFIKASNOST PROCESA PRIVLAČENJA I ZADRŽAVANJE TALENATA
THE IMPACT OF BRANDING ON THE EFFICIENCY OF THE PROCESS OF ATTRACTING AND RETAINING TALENTED EMPLOYEES

Summary/Abstract: A company's reputation can be crucial in attracting and retaining talented employees. And brand's relevancyis a synthesis of all the efforts put towards an employee and potential candidates who then interpret this isa good working place. The importance of branding is high as it strengthens competitive advantage, and itsrelevancy is also seen during the process of attracting and retaining talented employees to a companypromoted as a desired working place. As a response to numerous challenges on the job market, companiestend to compete in branding strategies - from dedicated branding to broad corporative branding. Despite thefact that communication made on social media, with the goal to build a positive image and reputation, is lesssusceptible to control than traditional media, the process of creating a positive perception of the brand leadsto companies using mediums which enable a real and interactive contact with target audience. Numerousresearch show that posting information on social media, as available, frequent and cheap communicationchannels, establishes a two-way communication and ensures there is feedback

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