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ANALYZING ROMANIAN AUTOMOTIVE COMPANIES WEBSITES TO EVALUATE THE ONLINE EMPLOYER OF CHOICE AND BRANDING CHARACTERISTICS
Abstract
This paper explores the concept of employer branding in the light of external marketing that establishes the company's image as an employer of choice. The motivation is represented by the raising importance of human resource management. The employer brand is an important element from a marketing point of view; it is practically the defining image of a company. The values and symbols it embodies need to be transparent to maintain the connection with the audience, whether we are talking about customers or simply interacting with the company’s online interface. From the perspective of potential, current and former employees, the functions of an employer brand are like the generally valid brand functions, which include three main aspects: risk reduction, information efficiency and symbolic benefit. Often, potential employees cannot fully evaluate a prospective employer prior to their employment experience because they suffer from an information deficit. These concepts are developed in this research trying to highlight some of Employer of Choice constituents at the level of the official websites of automotive companies from Romania. The research focuses on the first step in the recruitment process, namely attracting candidates and uses a descriptiveexplanatory methodological framework using content analysis method to the research corpus consisting of 18 official Web pages. After synthetizing the results by analyzing and interpreting the data, the authors concluded that the organizations that developed and structured the actions in the direction of Employer of Choice have a consistent strategy by attracting ideal candidates.
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