Changing Perspectives: An Employer’s Branding as a Communication Tool during the COVID-19 Pandemic

Abstract

Many companies and organizations in the labor market are facing “War for talents”. In order to acquire new, and retain existing employees, and, at the same time, to be considered the best employer on the market, more and more organizations are building and managing their own brand of employer. The employer’s branding is most often associated with the activities of Mar­keting and Human Resources management experts; but, in practice, it often turns out that in the process, an indispensable partner in building the employ­er’s branding is ignored, i.e. communication experts. Therefore, in this article, we defend the position that employer branding is also a communication skill, which, however, needs to be adapted to the current situation in these turbu­lent times associated with the COVID-19 pandemic. This includes digitizing and adapting employer branding communication to both the needs of target groups and the requirements of digital processes. Therefore, the paper exam­ined the societal change in work norms caused by the COVID-19 pandemic, to contribute to a more successful and efficient branding of the modern employ­er as a form of strategic communication in both the virtual and hybrid work environments.