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Impact of the COVID-19 pandemic on corporate employer branding

Author

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  • Astrid Nelke

    (University Potsdam / [knowbodies] gmbh)

Abstract

The COVID-19 pandemic is disrupting the world of work. While before the pandemic most employees worked in an office, many employees are now experiencing hybrid workplaces and accelerated digitalisation on the job. These changes demand new leadership concepts and individual support for every single employee. Likewise, the employer branding of companies must undergo changes and be tailored to the novel situation. However, many companies must first readjust to the current circumstances. This involves a determined digitalisation of employer branding procedures and the adaptation of the employer brand communication both to the needs of the target groups and the requirements of the digital processes.

Suggested Citation

  • Astrid Nelke, 2021. "Impact of the COVID-19 pandemic on corporate employer branding," Technium Social Sciences Journal, Technium Science, vol. 16(1), pages 388-393, February.
    • Handle: RePEc:tec:journl:v:16:y:2021:i:1:p:388-393
    DOI: https://doi.org/10.47577/tssj.v16i1.2436
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    Cited by:

    1. Elwira Gross-GoĊ‚acka & Ewa Szkudlarek & Agnieszka Brzegowy & Teresa Kupczyk & Magdalena Ligaj, 2022. "Well-being among IT Employees Working Remotely: Post Covid-19 Reality from the Perspective of IT Industry," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 223-235.
    2. Kucherov, Dmitry G. & Tsybova, Victoria S. & Yu. Lisovskaia, Antonina & Alkanova, Olga N., 2022. "Brand orientation, employer branding and internal branding: Do they effect on recruitment during the COVID-19 pandemic?," Journal of Business Research, Elsevier, vol. 151(C), pages 126-137.

    More about this item

    Keywords

    COVID-19 Pandemic; Employer Branding; new realities; hybrid working locations;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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