Brand Identity as a Tool for Talent Recruitment

The impact of brand identity management as a tool for hiring and recruiting new talent is quite significant. Nowadays, talented people are not only interested in a job position and salary, but also in the culture and identity of the company they will work for. The process of brand identity management involves creating a set of characteristics, visual elements and values that define a brand and make it recognizable and different from any other brands. It enables building and maintaining a strong brand culture, which is encouraged and refined as a part of the company’s management strategy. Brand identity is also defined as one of the necessary and essential tools for recruiting talented and capable individuals on one hand and keeping the current employees interested and motivated on the other. A strong brand identity is a powerful tool that creates a positive perception and reputation in the labour market. Potential candidates are more directed towards companies with a good reputation, as they consider them desirable employers. The research objective of this paper is management of the brand identity in the direction of attracting new talent and keeping the existing employees, exploring different aspects and determining how to communicate with them as well as how to create a strong relationship in the long term. Received: 5 August 2024 / Accepted: 29 October 2024 / Published: 3 December 2024