УЛОГА АТРАКТИВНОСТИ БРЕНДА ПОСЛОДАВЦА НА ТРЖИШТУ РАДА ХОТЕЛСКЕ ИНДУСТРИЈЕ
DOI:
https://doi.org/10.22190/TEME220305019OKljučne reči:
бренд послодавца, хотел, потенцијално запослени, намера приступања хотелу, будуће понашањеApstrakt
Бренд послодавца представља део нематеријалне имовине хотела који обезбеђује економске, функционалне и психолошке користи значајне за тренутно и потенцијално запослене. Циљ рада је да идентификује у којој је мери атрактивност бренда послодавца значајна потенцијално запосленима на тржишту рада хотелске индустрије. Студија анализира везу између димензија атрактивности бренда послодавца и одлука потенцијално запослених, односно намере да приступе хотелу и будућег понашања. Узорак обухвата 203 студената завршних година основних и мастер студија студијског програма Хотелски менаџмент. Резултати студије указују на то да димензије атрактивности бренда послодавца (компензације и користи, вредност управљања, обука и развој) позитивно утичу на намере потенцијално запослених да приступе хотелу. Резултати такође указују на то да димензије атрактивности бренда послодавца (баланс између живота и посла, компензације и користи, обука и развој) утичу на будуће понашање потенцијално запослених.
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