Employers\u27 brand perception and communication – in case of recruitment, what do employers communicate, and how do candidates see them?

Cilj je ovog rada analizirati u kojoj su mjeri usuglašene komunikološke strategije brenda poslodavca pri regrutaciji, s percepcijom brenda poslodavca preko potencijalnih kandidata. Istraživani su sadržaji oglasa za posao najuspješnijih poslodavaca u Srbiji u kontekstu brenda poslodavca. Analiziran je 291 oglas za posao 18 najpoželjnijih poslodavaca objavljenih na Infostud platformi u periodu ožujak ‒ lipanj 2021., urađena je kvalitativna i kvantitativna analiza. Na osnovu rezultata zaključeno je da su kompanije sa snažnom poslovnim reputacijom veoma popularni poslodavci, nevezano od razvijenosti dosljedne strategije komunikacije brenda poslodavca. U oglasima se najčešće komunicira o radnom okruženju i mogućnostima za sticanje znanja, a najmanje komunicirani faktori su oni koji se tiču sigurnosti na poslu i liderstva. U oglasima za niže pozicije, statistički češće komunicirani faktori su oni vezani za zaradu, bonuse i nagrađivanje.The aim of this paper is to analyse the extent to which the communication strategies of employer brands during recruitment process are in line with the perception of the employer brand by potential candidates. In the context of the employer brand, the contents of job advertisements of the most attractive employers in Serbia were researched. It was analysed through 291 job advertisements of 18 most desirable employers published on the Infostud platform in the period of March to June of 2021, and qualitative and quantitative analysis was performed. Research results indicate that companies with a strong business reputation are very popular brand employers, regardless of the development of a consistent employer brand communication strategy. Their job advertisements most often communicate work environment and opportunities for knowledge acquisition, and the least communicated factors were related to the safety of job position and leadership. Significantly, more often were communicated factors related to earnings, bonuses and rewards for lower job positions