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Management Employer Brand - Modern Approaches And Disput Practice

Author

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  • Maria Ivanova

Abstract

The concept of employer brand has evolved over the years and has taken on various dimensions according to the dynamics of society and changes in attitude towards "work". Like marketing concepts, the job of the employer brand is to manipulate the minds of potential consumers in a particular direction. Our goal is to outline the boundaries of manipulation, and our starting point is the limitations inherent in the employer brand in today's context. Concerning the conclusions about the management of the employer brand, we were based on the analysis of the opinions of specialists in the fieldof human resources, since their experience and expertise give a more realistic picture. Finally, we attempt to determine the place of employer brand management in the sustainable management of human resources.

Suggested Citation

  • Maria Ivanova, 2019. "Management Employer Brand - Modern Approaches And Disput Practice," INTERNATIONAL SCIENTIFIC AND PRACTICAL CONFERENCE "HUMAN RESOURCE MANAGEMENT", University of Economics - Varna, issue 1, pages 157-169.
    • Handle: RePEc:vrn:hrmsnr:y:2019:i:1:p:157-169
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    File URL: http://conference.ue-varna.bg/hrm/wp-content/uploads/Proceedings/HRMConfProceeding2019.pdf
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    More about this item

    Keywords

    Employer Brand; Management; Human Resources;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation

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