ДА ЛИ БРЕНДИРАЊЕ ПОСЛОДАВЦА МОЖЕ ЗАДРЖАТИ ЗАПОСЛЕНЕ? ЗАДОВОЉСТВО ПОСЛОМ КАО МЕДИЈАТОР
DOI:
https://doi.org/10.22190/TEME230227006SKljučne reči:
бренд послодавца, задовољство послом, задржавање запосленихApstrakt
Дугорочна конкурентска способност савремених компанија директно је условљена развојем и квалитетом људског капитала. Зато, осим на тржишту роба и услуга, оне настоје да буду конкурентне и на тржишту рада, у циљу аквизиције и задржавања квалитетних кадрова. Изградња јединственог бренда послодавца ефективан је стратегијски одговор управљачког врха на растуће захтеве за смањивањем стопа флуктуације. Истраживање у овом раду има за циљ да испита медијаторску улогу задовољства послом у односу бренда послодавца и задржавања запослених. Истраживање је спроведено на узорку од 128 компанија у Републици Србији, при чему су примарни подаци прикупљени методом анкете. Применом PLS-SEM-а утврђено је постојање компетитивног медијаторског утицаја задовољства послом у односу организационе културе и задржавања запослених и пуног медијаторског ефекта у релацијама тренинга и развоја и задржавања. Поред тога, анализа је показала и комплементарни медијаторски ефекат задовољства послом у односу репутације послодавца и задржавања запослених. Рад пружа основу за комплетније разумевање комплексне природе односа анализираних димензија бренда послодавца и ретенције запослених, као и подршку менаџерском одлучивању у формулисању стратегија редукције добровољне флуктуације.
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