Employer Brand Building Strategy in the Labour Market: Methodical Procedure for Companies from B2B and B2C Markets

Abstract

The contribution of this study is the identification of dependencies and assumptions about the relationship of selected variables within the employer brand building process and the proposed methodological procedure for employer brand building (the EB Concept) that should contribute to easier implementation of the employer brand building strategy in the labour market. This methodological procedure is based on theoretical knowledge and the basis of available literature in the field of building the employer's brand and the practice of the authors. The methodological procedure can be applied to companies with different characteristics. They can be of different industry, different legal forms, number of employees, operating on the B2B and B2C market. The application of the methodological procedure requires support throughout the company. From the CEO, through top management, middle management to the employees themselves. The authors of the study used first the available literature and information on the process of employer brand building. This was followed by communication with four selected companies, where a unified scheme for introducing the employer brand concept was gradually set up. Two companies were SME, two large companies with more than 250 employees. At the same time, two companies operate in B2B and two in B2C markets. The proposed unified concept of introducing the employer brand is also usable in SMEs and large companies.