EFEKTI LJUDSKOG KAPITALA NA FINANSIJSKE PERFORMANSE: ANALIZA PRE I POSLE IZGRADNJE BRENDA POSLODAVCA
EFFECTS OF HUMAN CAPITAL ON FINANCIAL PERFORMANCE: ANALYSIS BEFORE AND AFTER BUILDING A BRAND OF THE EMPLOYER

Author(s): Goran Pavlović
Subject(s): Human Resources in Economy, Socio-Economic Research
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: human capital; employer brand; performance;
Summary/Abstract: Employees, i.e. their knowledge, skills and abilities are a key success factor and sustainable competitive advantage. Every company tries to win over those employees who possess unique human capital, i.e. specific competencies that will enable the achievement of a high level of performance. In order to achieve this, numerous opportunities are provided to employees, such as flexible working hours, incentive compensation, advancement opportunities, additional training, etc. With these factors, the company strives to stand out as a unique and desirable place to work and thereby attract and retain the best employees. Some of these factors that serve to build the employer's brand can simultaneously be the basis for improving human capital in the company. That is why the main goal of this paper is to look at the change in the level of human capital after the employer's brand has been built and to determine accordingly how such a change affects the company's performance.

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