Scholarly record

SIGNIFICANCE OF EMPLOYER IMAGE IN RECRUITING AND RETAINING OF PERSONNEL IN A TRANSPORTATION COMPANY IN LATVIA

S. Blumberga, I. Caplinska

Abstract

Active competition for good employees can currently be observed among employers because the most frequently mentioned topical issues in the labour market in Latvia are associated with ageing of the society, emigration of working-age population. The shortage of qualified labour due to the demographic processes and also the high levels of competition in the labour market in the transportation sector, the high levels of personnel turnover and the low levels of responses to the announced vacancies from potential employees make the company to pay more attention to working on the creation of a strong image of an employer. Considering the above factors, companies need to think more about how to attract and retain the best employees and appear successful in the competition with other market players. The aim of the study is to investigate the role of the image of the employer in the recruiting and retention of employees in a Latvian transportation company and to develop recommendations for the improvement of the image of the employer. The key research questions are: What makes the employerВ’s image more attractive to the potential employees? How to attract potential employees? What facilitates retention of employees in the company? Is there a significant correlation between the image of the employer and the retention of personnel? Two surveys and two samples were created for the purposes of the study: current employees of the transportation company and potential employees. The key results of the study suggest that there is statistically significant correlation between the image of the employer and the retention of the personnel, and this means that it is essential for the employer to build up its image as an employer internally and invest in the building of its image as an employer in order to retain the employees. By studying the current opinions about the image of the company, it is possible to shape the image of a most desirable employer, which may help the company stand out among other job offers and give a clear message to the potential employers regarding why to join specifically this company.

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