Employer Branding in the Context of Covid-19 Restrictions

Employer branding is the set of a particular signs of organizations that attract talent, but also of the reason why these talents choose to work for a particular organization. This concept shows a trend in the field of human resources changing the way talent is attracted and retained in an organization. Also, employer branding is the basic component of the talent recruitment process in an organization, helping to define the culture and work environment within it. A strong employer brand is essential for attracting and retaining top talent, but given the coronavirus pandemic, is it just as important? The purpose of this paper is to highlight the importance of employer branding in the COVID era and to identify appropriate strategies for these times. The research methodology is represented by a qualitative approach based on the analysis of some case studies, as well as of the specialized literature. In times of uncertainty, like the ones we all go through today, attracting talent seems impossible, with people being reluctant when faced with threats over which they have no control. However, some may see the pandemic as an opportunity for career advancement, and others are forced by circumstances to look for a new job. In these situations, the main criterion for choosing an organization is culture and values. Thus, employer branding plays a key role in attracting and maintaining top talent and organizations can use strategies such us: culture cultivation, personalizing messages, consideration of passive applicants, presentation of diversity and inclusion, etc.