Employer Branding - a Method of Repositioning SMEs from a Competitive Perspective

Each company should actively promote its brand to attract potential employees, but also to retain existing ones. A strong employer branding strategy encourages others to apply for job vacancies in an organization. Also, the organization can attract top talent without the need for a high budget. Employer branding is a developing topic in the field of human resources management for less tahn two decades. Employer branding is represented by a popular recruitment strategy used by large companies, but in terms of researches on the benefits of employers branding for SMEs, they are quite limited. Thus, this article may propose to highlight the benefits of using an employer brand in SMEs. The research methodology used in this paper is based on case study research. Thus, the analysis of the specialized literature is done on employer branding and its benefits for small and medium-sized enterprises, for a good repositioning of them from a competitive perspective. There are many positive aspects to working for an SME, and these should be highlighted by each organization. SMEs are more agile and quicker to respond to new technologies and working methods, and can be more flexible when implementing new policies and initiativs, while employees have the opportunity to gain a broader experience and a better understanting of a business even if they do not work in a multinational. SMEs need to capitalize on these benefits to improve their employer brand and attract the best talent in their company. In an era of skills shortages and people, an excellent employer brand is essential.