Nudim posao. Važnost brendiranja poslodavca za privlačenje talenata

When the competition for a particular job is high, posting, “I offer a job [nudim posao]” is not enough. The best employers in Croatia [Najbolji poslodavci u Hrvatskoj] and the global market are discovering the difference between employer branding as they seek to increase talent attraction. Unlike job advertisements [oglasnici za posao], this means and approach is about selling or pitching why your organization is worth working for and what it stands for.

What is Employer Branding?

Employer branding is known as an organization’s image within the connection of employment without affecting the general brand image. It includes organizational culture [organizacijska kultura], work environment, developmental prospects, as well as employee rewards.
For example, companies such as Rimac Automobili and Infobip in Croatia are not only famous for the products they are offering, but they also focus on developing a healthy corporate climate. The employer branding step arises as a key that determines how such potential candidates will look at those companies and consider working there as a dream employment opportunity.

Even when using simple phrases such as “I offer a job [nudim posao]” you are also telling people something about yourself and your company. A good employer brand provides potential employees with credibility that makes them feel close to their employer and attracts those with similar working ethics to the firm.

Why Employer Branding Matters in Croatia's Job Market

It is noteworthy that Croatia has recently experienced economic growth over the past decade in fields like technology, tourism, and manufacturing. Based on the latest information, the unemployment rate in Croatia [stopa nezaposlenosti u Hrvatskoj] reached 6.3 percent in 2023 which noted the lowest rate. There are even more open job vacancies [otvoreni natječaji za posao] nowadays and fewer people are actively looking for a job, thus, employers have to address the situation where they are competing for talent.

To meet this challenge, employer branding is necessary. Businesses are the most favorable employers when they focus on the development and welfare of their employees in Croatia; therefore, they have talents and better employee turnover.

Key Benefits of a Strong Employer Brand:

Attracting Top Talent

The problem for companies is in the fact that candidates today are more or less picky about where to work, thus a good and arresting employer branding strategy enables organizations to grab everyone’s attention. Research reveals that more than three-quarters of the population of Croatian job seekers investigate employers’ reputations and corporate climates before applying. Hence, the following values: innovation, professional personal growth, and work-life widespread, become key factors to maximize the possibility of attracting competent professionals.

Higher Retention Rates

Strong Employer branding is not only protective of attracting talents but also protecting against talent losses. Organizations with an effective employer brand experience up to a 28% reduced employee attrition rate. In the case of Croatia, employers need to focus on how best to ensure staff productivity given that competition for key talent is likely to intensify. By ensuring that its employees are treated with respect and they have a sense of belonging to the corporate pride more employees will remain loyal to their respective organizations.

Cost Savings in Recruitment

by having engaging employer branding, the companies enjoy the benefits of a lower cost per hire. According to research, organizations with effective employer branding strategies achieve significant reductions in their recruitment expenses, by as much as 50%. This is because a competent company attracts many competent applicants in the market and as such it does not take a lot of time or money to hire the best candidate.

Higher Staff Morale & Output

A strong employer branding strategy can create an environment of organizational identification, and organizational commitment, and hence increase employees’ performance. It was discovered that there is a 21% increase in productivity when employees are engaged. This is a critical level of engagement that is useful for firms hoping to set up shop in Croatia and come to be seen as major players in the market.

How To Build a Strong Employer Brand?

Employer branding strategy is gradual, and it involves the following next steps: Employer branding is most effective if it is planned as a strategic process based on openness, cooperation, and real materials. Here are some steps that can guide companies in Croatia [poduzeća u Hrvatskoj] to develop their employer branding:

Set Your Company’s Moral Values and Purpose

For an organization, the following should be stated quite categorically: The kind of company that we are, and the kind of company that we want to be. People are turning to jobs and companies that reflect their own personal values and beliefs more and more. This approach can help build appeal since values, that focus on organizational mission aligned with the common good or advanced industry, are popular.

Showcase Workplace Culture

Stating more about the employer’s values may help attract applicants to the job. This can be done through, ‘others’ saying it, employee virtual guided tours, and Company’s social media profile. For example, using case studies about how the company fosters development and employee life control leaves a positive impact.

Learn About Employee Investment

Employers in Croatia who opt for the Montessori approach to professionalism are considered progressive by their employees. In this case, providing learning and growth opportunities is a positive signal that the company is caring and willing to assist its subordinates to learn and progress up the corporate ladder motivating the competent and hardworking workers to seek employment with the company not for the sake of remunerations only.

Sustain Transparency In Communication

Employer branding is very important and external communication is crucial when creating an employer brand. The management should ensure that expanding and prospective employees receive information on the company’s progress, goals, and successes.

Best Practices of Employer Branding in Croatia

Some of the best employers in Croatia [Najbolji poslodavci u Hrvatskoj] are already leading by example:

Infobip

Infobip has focused heavily on innovations and its employees’ development ideas which makes it one of the best places to work in the region for talented technologists.

Rimac Automobili

As an innovative company in the category of electric vehicles, in addition to offering outstanding solutions, Rimac pays attention to the growth of diverse employees.

Employer branding is well illustrated by both companies showing that even such a basic message as ‘I offer a job [nudim posao]’ can become a great pull for the top talent.

Given the present great abundance of opportunities for the population, the unemployment rate [stopa nezaposlenosti], or underemployment, employer brand is no longer a luxury but rather a requirement for every company. If you do say, ‘You have a job here,’ it is an invitation whose implications are very telling of your firm’s ethos, missions, and visions.

More so as Croatia emerges as a new economic powerhouse, any organization that pays insistence on focusing on employer branding themes will be the ultimate winner beyond doubt, as far as talent acquisition and employee retention are concerned. When it comes to human capital management, the recruitment practice of identifying and catering to company values with the abilities and visions of talented specialists makes employers choose destinations within the Croatian job market.