My culture is my brand – The relationship between employer branding and organizational culture

Abstract

THE AIMS OF TH PAPER

Conscious development of employer branding has an impact on organizational activities in a number of areas, in order to communicate the most attractive attributes and benefits of the company to both internal and external stakeholders. Employer branding involves, among other things, communication, organizational values, various symbols and ceremonies associated with the organization – the aspects of organizational culture. During the research we sought to find out if employer branding can work without a well-developed organizational culture and what are the main factors that connect the employer branding process with the organizational culture.

METHODOLOGY

Exploration of the topic was based on secondary research. The information was available from external sources, like previous research reports, articles and other related literature. The study summarizes the results of domestic and international research into a new framework. In the study first we descriptive examined the relationships between the existing data, based on these results we harmonized processes related to employer branding and organizational culture.

MOST IMPORTANT RESULTS

The employer brand and organizational culture can be categorized and compared. In light of the processed literature approaches, a theoretical framework can be developed for the coordinated operation of the areas which interprets the operation of the two areas as a process and at the same time demonstrates their close relationship. We set out that a well-organized organizational culture is capable of establishing an employer brand, but its success largely depends on how attractive it is for the target group what the organisation represents.

RECOMMENDATIONS

The most important principles of organizational culture are both able to strengthen organizational functioning in practice and support employer branding. Along these lines, organizations that seek to build a conscious employer brand should primarily focus on exploring, categorizing and optimizing their internal organizational culture before communicating its elements to external and internal stakeholders. However, in the case of employer branding, it is advantageous to plan and execute its process in a piecemeal manner for strategic implementation.