The Place and Role of the Employer Brand in Building an Employee’s Career
The Place and Role of the Employer Brand in Building an Employee’s Career

Author(s): Suzana Demyen
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Brand; Career; Employee; Employer
Summary/Abstract: The notion of career has been intensely debated in the literature, being an interdisciplinary topic. However, the challenges that organizations currently face are becoming much more numerous and different, as new generations of employees have significantly different characteristics from those of employees from previous generations. Organisations, on the other hand, no longer aim to simply recruit employees; they aim to attract talent, and the image built on the market often decisively influences the recruitment process. However, what is the situation in the Romanian market, what role does it play, and how important is building an employer brand? Is it a decisive factor in the evolution of employees' careers? This paper tries to answer these questions, placing them in a double context - through a theoretical approach, presenting the opinions already formulated by researchers in the field, respectively, through an applied approach, studying through our research what the attitude of employees is towards this subject.

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