The Success of the Employer Brand – An Alternative for Effective Talent Management in the Organization
The Success of the Employer Brand – An Alternative for Effective Talent Management in the Organization

Author(s): Mariya Aleksandrova Ivanova
Subject(s): Economy, Human Resources in Economy
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Employer Branding; Case Study; Modern Problems; Business Context; Talent Management; Leadership Development Training
Summary/Abstract: This paper presented a study, which finds the talent management of a worrying matter. The major areas of weakness such as employee engagement, training and development, reward and recognition require continuously investigation and remedial action by companies’ management. This paper provides an analysis and evaluation of the current situation of the digital transformation company in terms of challenges to attract the talents and failing to retain them which affects the organization in meeting its strategic goals and losing its competitive edge in the market. In the research process, a specific company (digital transformation company) is used, as a case study, providing information for analysis. Methods of analysis include surveys and questionnaires to measure employees ’satisfaction, analyze management capabilities and detect the corporate environment. Results of data analyzed show that all scores are below average and the management is performing poorly in the areas of employee’s motivation, empowering and delegation. The paper explains how to build an employer branding strategy which starts with the organizational culture and ends up with the proper marketing and not vice versa. Recommendations discussed include: improve both the public and the employees’ perception about the organization; leadership development training; developing a reward system.

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