The determinants of the employer brand of socially responsible companies

Razvoj marke poslodavca je suvremeni način izgradnje marke poduzeća i privlačenja kvalitetnih i talentiranih zaposlenika. Poduzeća s dobrom markom poslodavca obično bolje kotiraju na tržištu, konkurentnija su i poželjnija za zaposlenje. Društveno odgovorna poduzeća posebno rade na tome da im je marka poslodavca u skladu s društveno odgovornim poslovanjem i etičkim praksama. Istraživanja su pokazala da društveno odgovorna poduzeća imaju bolje razvijene marke poslodavca zato što veliku pozornost posvećuju zaposlenicima i njihovim potrebama, kao i razvoju etičnog poslovanja. U ovom radu koristila se metoda dubinskog intervjua na namjernom uzorku od 22 ispitanika kako bi se ispitale strategije razvoja marke poslodavca u društveno odgovornim poduzećima u Republici Hrvatskoj. Zaključci ovog istraživanja su da je marka poslodavca bitna ako uključuje ostale aspekte društveno odgovornog poslovanja i etičke radne prakse. Konkretno, poslodavac treba imati odgovoran i dobar odnos prema zaposlenicima, razvijenu internu komunikaciju i stalno raditi na rastu i razvoju poduzeća i svojih zaposlenika.The development of the employer brand is a modern way of building the brand of the enterprise and attracting quality and talented employees. Companies with a good employer brand usually rank better on the market, are more competitive and desirable for employment. In particular, socially responsible companies work to ensure that their employer brand is in line with corporate social responsibility and ethical practices. Studies have shown that socially responsible companies have better developed employer brands because they pay great attention to employees and their needs, as well as to the development of ethical business. In this paper, the method of in-depth interview was used to examine the strategies of the development of the employer brand in socially responsible enterprises in the Republic of Croatia. The research resulted in focusing on attitude towards employees, respect for socially responsible practices, and the involvement and growth and development of the entire team