EMPLOYER BRANDING IN BUILDING EMPLOYEE RELATIONS

Purpose: The aim of the article is to determine the importance of employer branding in building external and internal relationships with employees and candidates. The article indicates the components, tools, and benefits of a strong employer brand. Design/methodology/approach: The research involved a study of specialized literature on employer branding, dedicated to the development of the concept as well as its theoretical and practical aspects. A total of 45 publications, including monographs and scientific articles, were used. Findings: The article emphasizes the importance of various areas in shaping a strong employer brand and identifies tools used in employee relations, which contribute to achieving economic and social benefits. It also affects attracting and developing talent, thus shaping the organization's current and future competitive ability. Research limitations/implications: Undoubtedly, it is worth continuing research on companies and employees in the future, verifying the importance of individual tools and their practical application. Employer brand identification can be conducted by industry, taking into account the specific conditions of the labor market. Practical implications: Effective employer brand management can bring tangible benefits to companies and other organizations, not only by improving their position in the labor market but also by enhancing their competitiveness through the acquisition and development of top candidates. This is particularly important in growth industries that require educated employees whose competencies are sought-after. Social implications: The theory and practice of employer branding relate to the management of organizations and shaping the attitudes of employees and candidates seeking employment. These areas undergo constant changes that require continuous recognition. Originality/value: The results of the analysis have both cognitive and utilitarian value, especially in the context of developing and implementing a strategy for building a strong employer brand.