Online Employer Branding Promotion. Evaluating the Official Websites of Romanian Automotive Companies from Brașov County

Abstract

This study addresses the issue of the employer brand, analyzing the presence of some of its constituents onthe official websites of representative automotive companies from Romania, BrașovCounty. The motivation for researching such a topic is the degree to which these organizations are concerned with the development of their own employer brand and informing key audiences and stakeholders about the important elements needed for a successful employer brand. Based on the current state of the literature on the topic, the idea that the employer brand must develop simultaneously with the organizational brand or that of the products and services, was highlighted in this paper. This component of the relationship between human resources and marketing is in an early stage of research, so this paper could be used in future research, as the main contribution brought by the paper to the field of study. The second part of the paper presents the methodological framework that wasused, respectively a descriptive-explanatory research carried out by applying the content analysis method along with non-obstructive observation. An analysis grid adapted to the research objective of analysis of official websites regarding the elements of promoting the employer brand was defined and applied to the research corpus consisting of 18 websites. Following the synthesis of the results analysis and of the data interpretation, we can consider that this research is a starting point for organizations that want to develop or improve their employer brand.