Influencing perceived employer brand under changing organizational structure

Proceedings of The 2nd International Conference on Advanced Research in Management, Economics and Accounting

Year: 2022



Influencing perceived employer brand under changing organizational structure

Róbert Dobó,Bernadett Riedelmayer



Employer brand is a set of perceived common ideas; it acts as a USP when examining a positioning of an employer on the market. Organisations have a set of values that they communicate internally for current employees and externally through talent acquisition practices. These values are enforced consciously, but also un-consciously through general HR practices. In this article, we aim to contrast actual and perceived employer brand by the employees, when undergoing a changing corporate environment. In the study, we focus on the effects of new organisational structure, new leadership and new communication practices through the change of maintainers in the case of universities in Hungary, that went from being under governmental direction, to being managed by foundations. In our research, we appraise capital and rural universities and look for correlations with the process of model shifting. We examine the effects of communication channel preference on employees and suggest, how employer brand can be influenced by effective communication practices. Our ascertainments during the research primarily are based on qualitative personal interview examinations. Generally, it can be stated that there are discrepancies in the communicated and perceived employer brands, there is a change of employer brand at the same time resulting from the management and organisational change, and that people have clear preferences based on trust when examining communication channels, thus effectiveness of communicated ideas is influenced greatly.

keywords: communication channels; job engagement; organizational model shift; marketing communication; maintaining business attractiveness.