العلامة التجارية لصاحب العمل كأداة لكسب الموظف-العميل الموهوب : تصور جديد لعلاقة العمل ضمن مفهوم تسويق الموارد البشرية

الملخص EN

The aim of this paper is to highlight the concept of employer branding within the approach of HR Marketing, as an important tool for obtaining and retaining talented employees, through introducing the main characteristics and benefits accruing to the organization from having a successful and a strong brand.

The study showed the importance of employer branding in directing the attitudes of employees and job seekers, as most of the ideas and perceptions they hold about the organization are mainly related to the image they had through various sources.

Thus, the organization should take advantage of the development of Internet services and social networks in order to enhance its brand internally or externally.