Employer brand as a tool for attracting young employees

Nowadays, competition on employer’s market is rising inexorably. More and more companies realize the importance of positioning their brand as attractive option for applicants. Hence, the inevitable question: what is the right way of positioning yourselves in order to attract the most suitable candidates? The main aim of this research is to identify the most effective ways of attracting young employees, as they are the main drivers of constantly developing businesses. The organization chosen as the object of this research is one of the Big-4 companies, which according to Brand Finance Global 500 was rated as having the most valuable brand among other three of the group. The research will be based on qualitative data obtained with questionnaire method. The study involved about a hundred young employees who took part in various HR branding activities. Among the respondents were both young employees who came on a temporary contract, and employees who immediately received a position in the company. Considering the results, recommendations will be made on how to develop certain channels for attracting employees. The redistribution of resources in order to support more effective channels will enhance the sourcing effect, facilitating the process of staff recruitment and, as a result, improving the work of the entire organization.