Employer Brand Development at Effective Technologies

This study analyses the phenomenon of employer branding and talent management in the IT field. The IT job seeker market is rather limited. There are more vacancies than qualified candidates which makes employers struggle for talents. A firm's ability to attract and retain talent is a key factor among competing companies. The overall aim of this study is to analyse the key factors influencing the attractiveness of an employer's brand in an IT company. This research uses the descriptive case study method when examining a specific IT scope. The research strategy consists of analysis of corporate documents for deriving the value proposition (EVP), in-depth interview with current it-professionals of the company to determine their preferences in choosing a company and questionnaire potential job seekers to evaluate the key factors of employer choice. The anticipated result of repetitiveness will be the identification of the influence of perceived organisational prestige, organisational trust, leadership of top management, psychological contract obligations, and corporate social responsibility on employer branding, which impact non-financial and financial performance of companies. Based on the results of the analysis, individual recommendations will be formulated for the development of the company's image, including improving EVP, which will draw the attention of potential talents and increase employee engagement.