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Corola-publishinghouse/Administrative/900_a_2408

Watts, Ph. (2000), Corporate Social Responsi-bility: Making Good Business Sense, Geneva, World Business Council for Sustainable Development. Housden, Ch. (2007), Using Employer Brand to attract talent, www.peopleinaid.org.uk/pool/files/publications/people-in-aid-international-hr-conference-07-report.pdf. Hunt, N. (2005), The basics of employer brand reputation, http://www.management-issues.com/display page.asp?sec-tion=opinion&id=72. Ionescu, Gh. Gh. (1996), Dimensiunile culturale ale managementului, București, Ed. Economică. Ionescu, M.A. (2007a). "La globalisation et ses incidences sur la culture corporative", în Dobrescu P.

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
New Jersey, Prentice-Hall. Kotter, J.P. (1990), A Force for Change: How Leadership Differs From Management, New York, The Free Press. Kuhn, Th. (1976), Structura revoluțiilor științifice, București, Ed. Științifică și Enciclopedică. Lawler, E.E. (2005), Creating high performance organizations. Asia Pacific Journal of Human Resources, www.sagepub.com. Levine, M. (2003), A Branded World. Adventures in Public Relations and the Creation of Superbrands, New Jersey, Ed. John Wiley&Sons. Luca, A. (2005), Studiu despre valorile și comportamentul românesc din perspectiva dimensiunilor culturale după

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
HR, UK, USA, Elsevier Ltd. Maslach, C. și Leiter, M. P. (1997), The truth about burnout: How organizations cause personal stress and what to do about it, San Francisco, CA, Jossey-Bass. Meyer, J. și Allen, N. (1984), "Testing the side-bet theory of organizational commitment: Some methodological consi-derations", Journal of Applied Psychology, 69, pp. 372-378. Miles, S.J. și Mangold, W.G. (2004), "A conceptualization of the employee branding process", Journal of Relationship Marketing, 3. Mowday, R., Steers, R. și Porter, L. (1979), "The

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
doriti+angajatori+din+Romania www.coca-cola.ro www.europarl.europa.eu www.hr-romania.ro www.nokia.com http://www.advice-hr.ro Abstract Although intensely circulated in the fields of branding and human resources management from the international environment, the concept of employer brand from the point of view of the current stage of knowledge is insufficiently exploited. Indispensable as survival and development tool for the business and non-business companies, the employer brand presents a huge potential from the points of view

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
hr-romania.ro www.nokia.com http://www.advice-hr.ro Abstract Although intensely circulated in the fields of branding and human resources management from the international environment, the concept of employer brand from the point of view of the current stage of knowledge is insufficiently exploited. Indispensable as survival and development tool for the business and non-business companies, the employer brand presents a huge potential from the points of view of durable development, competitiveness and, strictly in the field of human resources

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
at full power yet. Wally Olins*, professor at many management schools of the world, among which Said Bussines School from Oxford University, prominent personality in the field of corporate identity and branding, consultant in regionand country-branding, shows that the future of any organisation does not depend exclusively on the degree of their mastery of high technology, but also on the High Touch type of culture (the more you need High Tech, the more you have to infuse more education to the

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
be very sensitive and to deploy employer brand strategies and policies which mean the improvement of personal and professional life quality, the betterment of the quality of community life, which is the hard core in the creation of the ethos of an employer brand. All of these, against the background stating that the employer brand requests, above all, that the reality within the organisation be the same as the transmitted image (an issue which implies a very good management of the

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
them in the spirit of the company. However, employer branding represents, in essence, much more than that. Built on the conjunction between marketing (to help the recruiting process in companies), public relations and communications (to be promoted with the aim of creating an image of favoured employer), the employer brand is a concept accurately expressing the complex approaches of the contemporary companies. The employer brand is not constructed ex nihilo. The ideas from which it originates are already verified in the

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
the global change or, better put, of the constant pressure towards change. It is already a commonplace the syntagm "we live in a world in perpetual change". And, indeed, this brief period brought visible transformations in every environment. The phenomenon of globalization, the socio-economic environment, characterized by instability, the increase in shareholder as well as consumer expectations, international terrorism, the decline of natural resources, political reconfigurations are as many constraints which determined the management of the companies to create innovative flexy-strategies

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
in a world in perpetual change". And, indeed, this brief period brought visible transformations in every environment. The phenomenon of globalization, the socio-economic environment, characterized by instability, the increase in shareholder as well as consumer expectations, international terrorism, the decline of natural resources, political reconfigurations are as many constraints which determined the management of the companies to create innovative flexy-strategies to surpass the competition, to reduce costs, to increase market-share and profit. On this background, the paradigm of rebranding the fields

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
terrorism, the decline of natural resources, political reconfigurations are as many constraints which determined the management of the companies to create innovative flexy-strategies to surpass the competition, to reduce costs, to increase market-share and profit. On this background, the paradigm of rebranding the fields of knowledge and, implicitly, the businesses is activated. This happens more acutely in the last years, the concept of employer brand diffusing in the language and practice of the experts (especially those in the human resources field

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
flexy-strategies to surpass the competition, to reduce costs, to increase market-share and profit. On this background, the paradigm of rebranding the fields of knowledge and, implicitly, the businesses is activated. This happens more acutely in the last years, the concept of employer brand diffusing in the language and practice of the experts (especially those in the human resources field), vastly due to to consultants such as Versant (USA) or to magazines like People in Business in Great Britain. However, it is

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
However, it is interesting that this concept is not a 21st century invention, but belongs to the last decade of the 20th century. Simon Barrow, its creator, first publicized the concept in 1990, on the occasion of a Chartered Institute of Personnel and Development conference. Nor was this situation significantly changed as late as 2003, either. The notoriety and understanding of the concept had not reached substantial levels. A research conducted by The Economist has shown that in the United Kingdom

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
The Romanian labour market is faced, nowadays, with a personnel crisis, particularly in fields such as IT or constructions. This is why attracting and especially stabilizing talented human capital is a theme as much more important, as a significant rate of qualified personnel prefers to work abroad, in the search of employment opportunities closer to their aspirations and expectations. Another problem regarding the Romanian labour market refers to the change in the profile of employees' personal expectations. At present, the young

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
crisis, particularly in fields such as IT or constructions. This is why attracting and especially stabilizing talented human capital is a theme as much more important, as a significant rate of qualified personnel prefers to work abroad, in the search of employment opportunities closer to their aspirations and expectations. Another problem regarding the Romanian labour market refers to the change in the profile of employees' personal expectations. At present, the young are centered on quickly building a career, on professional acomplishment

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
expectations. Another problem regarding the Romanian labour market refers to the change in the profile of employees' personal expectations. At present, the young are centered on quickly building a career, on professional acomplishment; these goals have become a consistent part of their lives. In answer to this profile, most of the companies on the Romanian market are motivated to discover and attract young persons, with real potential and abilities to promote the organizational values. More and more employers started to search

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
the suitable people among students, preferring to invest in their training and to form them in the company spirit. Although the interest of the companies toward employer branding is on the rise, very few know about the long term benefits of such an instrument. It is true that employer branding is a subject present, in Romania, especially on the multinational companies' agenda. The growing interest of the companies on the Romanian market for this subject is doubled by the growing interest

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
studies on this issue. The Romanian academic research environment has not paid the deserved attention to it. This is why, in light of the above considerations, this work, Employer Branding, focuses on the analysis of the conceptual and methodological texture of this new field, particularly in the context in which it represents a premiere for Romania. The work deploys an interdisciplinary approach, which will not avoid the analysis of the most recent field data, since it aims to be a support

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
represents a premiere for Romania. The work deploys an interdisciplinary approach, which will not avoid the analysis of the most recent field data, since it aims to be a support for the experts, academic body and practitioners in the fields of communication, public relations, branding and human resources. Moreover, the volume focuses on treating the problem of employer branding in the broader context of analysing the contemporary organizations' trends, which are radiographed from the perspective of some macro-indicators such as globalization

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
analysis of the most recent field data, since it aims to be a support for the experts, academic body and practitioners in the fields of communication, public relations, branding and human resources. Moreover, the volume focuses on treating the problem of employer branding in the broader context of analysing the contemporary organizations' trends, which are radiographed from the perspective of some macro-indicators such as globalization, culture, social systems, identity, image, corporate social responsibility (CSR), market, etc. Our incipient conclusion is that

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
since it aims to be a support for the experts, academic body and practitioners in the fields of communication, public relations, branding and human resources. Moreover, the volume focuses on treating the problem of employer branding in the broader context of analysing the contemporary organizations' trends, which are radiographed from the perspective of some macro-indicators such as globalization, culture, social systems, identity, image, corporate social responsibility (CSR), market, etc. Our incipient conclusion is that the approach of this theme is a

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
pas une invention du XXIe siècle, mais qu'il appartient à la dernière décennie du XXe. Simon Barrow, son créateur, a rendu public le concept, pour la première fois, en 1990, à l'occasion d'une conférence au Chartered Institute of Personnel and Development. En 2003, la situation n'avait pas encore changé de façon significative. La notoriété et la compréhension du concept n'avaient pas atteint des cotes substantielles. Une recherche sur la publication The Economist montrait qu'en Grande

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
în marketing și brand s-a clădit pe o educație solidă. Aneta Bogdan a absolvit ASE București Facultatea de Comerț și a obținut MBA la Open University Business School (UK). Din 2000 este Chartered Marketer și Membru al Chartered Institute of Marketing (UK), fiind, deocamdată, singurul român cu această recunoaștere. 1 W. Olins, Despre brand, Ed. Comunicare.ro, București, 2006. 2 În Gueutal, H.G., Stone, D.L. The Brave New World of HR, San Francisco, Jossey-Bass, 2005, p. 48. 3 Martin, G.

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
management. A strategic approach to HR, Elsevier Ltd., UK, SUA, 2006, p. 128. 33 G. Martin și S. Hetrick, op. cit., p. 134. 34 Ibid., p. 120. 35 Ibid., p. 130. 36 E.E. Lawler, Creating high performance organizations. Asia Pacific Journal of Human Resources, 2005, www.sagepub.com, accesat în data de 12 noiembrie 2007. 37 R. Mosley, Your employer brand, presentation for Romania, 2007, slide 5. 38 S. Barrow și R. Mosley, op. cit., p. 58. 39 R. Mosley, Your employer brand

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]
D. Pop, Introducere în teoria relațiilor publice, Ed. Dacia, Cluj-Napoca, 2000, p. 127. 89 M. Levine, op. cit., p. 17. 90 Ibid., p. 20. 91 Ibid., p. 21. 92 Ibid., p. 30. 93 Ch. Johnson, op. cit. 94 N. Hunt, The basics of employer brand reputation, http://www.management-issues.com/display page.asp?section=opinion &id=72, 2005, accesat în data de 23 aprilie 2007. 95 N. Hunt, op. cit. 96 W. Olins, op. cit., p. 161. 97 Echipele cross-funcționale sunt formate din profesioniști care provin

Brandingul de angajator by Mihaela Alexandra Ionescu [Corola-publishinghouse/Administrative/900_a_2408]