NEW CHALLENGES FACING MARKETING AND MARKETING COMMUNICATION. EMPLOYER BRANDING - CHALLENGES FOR LEADERSHIP IN THE CORONA-PANDEMIC

All over the world - including Slovakia - companies are being forced to reduce their staff numbers due to the Coronavirus crisis. The remaining workforce is, generally speaking, demotivated and uncertain about their own future job security. This is precisely the challenge faced by managers as they look to transform this uncertainty into security, commitment and re-motivation through communication. In addition to customers, employees are also among those stakeholders strategically decisive to any company. Executives should, therefore, not only consider external marketing communication for products and services but also competently communicate the company's values to internal stakeholders. Internal employer branding is the appropriate marketing instrument for this purpose and is presented in this paper.