ВЛИЯНИЕ НА РАБОТОДАТЕЛСКАТА МАРКА, КАТО МАРКЕТИНГОВ ИНСТРУМЕНТ, ВЪРХУ УПРАВЛЕНИЕТО НА ЧОВЕШКИТЕ РЕСУРСИ И ПРЕДСТАВЯНЕТО НА ФИРМИ ОТ ХВП В ПОСТ-КОВИД ПЕРИОД, 2021-2023
IMPACT OF EMPLOYER BRANDING AS A MARKETING TOOL ON THE HUMAN RESOURCE MANAGEMENT AND PERFORMANCE OF THE COMPANIES FROM THE FOOD INDUSTRY IN THE POST-COVID PERIOD, 2021-2023

Author(s): Desislava Dineva, Valentina Nikolova-Alexieva
Subject(s): Social Sciences, Economy, Business Economy / Management, Sociology, Management and complex organizations, Human Resources in Economy
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: employer brand; market performance of the company; conditions of risk and uncertainty; Covid-19; Bulgaria
Summary/Abstract: The publication presents a sample of research on the impact of the employer brand as a marketing tool on the behavior of human resources /attraction, turnover and their subsequent retention/ and on the market performance of companies in a period of recovery after the Covid-pandemic and in particular with an emphasis on their reciprocal response in the conditions of and after clearly defined risk circumstances and uncertainty for the business. The research was conducted among 55 enterprises from the food industry in Bulgaria and covers the period 2021-2023. Enterprises are grouped according to various characteristics, such as enterprise size (small, medium, large), branch of the food industry – dairy, meat, bakery, etc. and geographic region of the country. The study is carried out under the assumption that the performance of the business with a well-developed and strong employer brand will be positively influenced by it.

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