Employer Branding as a Part of Modern Personnel Marketing in a Transport Company

Brand building and strengthening its market position is not a simple process in the current competitive environment. The brand represents one of the most valuable assets of the company, its main functions include obtaining a competitive advantage, identification of the brand and ensuring the loyalty of consumers, the general public as well as the employees of the company itself. Companies are increasingly aware of the importance of employer branding in order to distinguish themselves from the competition, promoting their strengths and unique corporate identity. Employer branding is the process of building an employer's brand, which results in perceiving the company as an attractive employer not only for current but also future employees. It means that an employer's brand is being built both by the company management and employees themselves. The aim of the article includes to provide a literature review on the issue from several foreign and domestic authors. It discusses the essence of brand and employer branding, also analyses its use as a part of modern personnel marketing in practice through secondary research data. Based on this, in conclusions author highlights benefits of the employer branding as a part of modern personnel marketing in the specific conditions of the transport company, such as the loyalty of current and future talented employees that is one of the key assumption for company's success.