• Branka Zolak Poljašević Faculty of Economics, University of Banja Luka, Bosnia and Herzegovina




employer branding, employer attractiveness, hiring process, transition countries


The employer brand refers to the reputation that an organisation has as an employer. The employer brand can be influenced by all the information that the organisation puts out about itself, as well as by all the actions it takes. A positive and strong employer brand has a direct impact on the attraction of quality candidates, their engagement, and retention of current employees. That is why contemporary organisations use all available communication channels to promote their employer brand, i.e. their values and unique culture. In contemporary business environment, the internet and social media represents the primary channel of communication with stakeholders, including job candidates. Additionally, continuous use of the organisation’s website can enhance employer attractiveness, support the recruitment process, deliver job-related information, and strengthen their image. The main purpose of this research is to explore the level of employer brand promotion via company websites in the context of transition countries. The aim of the conducted empirical research is to acquire new empirical insights in the fields of human resource management and employer branding. A total of 303 large companies from Bosnia and Herzegovina were included in the empirical research. The analysis was performed through a targeted search of the official websites of the observed companies. The collected data were analysed using descriptive statistics and analysis of variance. As expected, the data analysis indicated that organisations operating in Bosnia and Herzegovina do not recognize the importance of the organisation’s website in promoting the employer brand and establishing two-way communication with potential job candidates. Regardless of the fact that in the structure of large companies in Bosnia and Herzegovina dominated companies that require lower-skilled labour, employer branding is a useful management tool that contemporary organisations use in the labour market competition. In this context, the use of all available means of communication, including the company website, is the right approach that can attract quality job candidates.


Download data is not yet available.


Adam, M. (2009). Talent sourcing solutions in today’s fragmented media reality. Global Business and Organisational Excellence,

, 20-32. https://doi.org/10.1002/JOE.20256. DOI: https://doi.org/10.1002/joe.20256

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International,

(5), 501-517. https://doi.org/10.1108/13620430410550754.

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9,

-517. https://doi.org/10.1108/13620430410550754. DOI: https://doi.org/10.1108/13620430410550754

Barros-Arrieta, D., & García-Cali, E. (2020). Internal branding: conceptualization from a literature review and opportunities for

future research. Journal of Brand Management, 28(2), 133-151. https://doi.org/10.1057/s41262-020-00219-1. DOI: https://doi.org/10.1057/s41262-020-00219-1

Botella-Carrubi, D., Gil-Gómez, H., Oltra-Badenes, R., & Jabaloyes-Vivas, J. (2021). Employer branding factors as promoters

of the dimensions of employee organisational commitment. Economic Research-Ekonomska Istraživanja, 34(1), 1836-

https://doi.org/10.1080/1331677X.2020.1851280. DOI: https://doi.org/10.1080/1331677X.2020.1851280

Cober, R., Brown, D., Levy, P., Cober, A., & Keeping, L. (2003). Organisational Web Sites: Web Site Content and Style as

Determinants of Organisational Attraction. International Journal of Selection and Assessment, 11(2-3), 158-169. https://


Dabirian, A., (2021). Employer Branding: Psychological Contract between Employer and Employees in the IT Industry. IT

Professional, 23(5), 12-16. https://doi.org/10.1109/MITP.2021.3105251. DOI: https://doi.org/10.1109/MITP.2021.3105251

Dabirian, A., Paschen, J., & Kietzmann, J. (2019). Employer Branding: Understanding Employer Attractiveness of IT Companies.

IT Professional, 21(1), 82-89. https://doi.org/10.1109/MITP.2018.2876980. DOI: https://doi.org/10.1109/MITP.2018.2876980

Dalvi, D. (2021). Employer Brand Equity and Its Impact on the Application Intent of the Prospective Employees. Int. J. Bus.

Intell. Res., 12, 1-25. https://doi.org/10.4018/ijbir.20210101.oa1. DOI: https://doi.org/10.4018/IJBIR.20210101.oa1

Eger, L., Mičík, M., Gangur, M., & Řehoř, P. (2019). Employer branding: exploring attractiveness dimensions in a multicultural

context. Technological and Economic Development of Economy, 25(3), 519-541. https://doi.org/10.3846/tede.2019.9387. DOI: https://doi.org/10.3846/tede.2019.9387

Guillot-Soulez, C., Saint-Onge, S., & Soulez, S. (2019). Linking employer labels in recruitment advertising, governance mode DOI: https://doi.org/10.1177/2051570719843066

and organisational attractiveness. Recherche et Applications en Marketing (English Edition), 34(3), 26-5. https://doi.


Gunesh, P., & Maheshwari, V. (2019). Role of organisational career websites for employer brand development. International

Journal of Organisational Analysis, 27(1), 149-168. https://doi.org/10.1108/IJOA-01-2018-1327. DOI: https://doi.org/10.1108/IJOA-01-2018-1327

Gupta, B., Mittal, S., & Mittal, V. (2019). Employer branding and its relation with HR functions of employee recruitment DOI: https://doi.org/10.1362/146934719X15633618140792

and retention: A review of literature. The Marketing Review, 19(1-2), 85-105. https://doi.org/10.1362/14693471


Kissel, P., & Büttgen, M. (2015). Using social media to communicate employer brand identity: The impact on corporate image

and employer attractiveness. Journal of Brand Management, 22, 755-777. https://doi.org/10.1057/BM.2015.42. DOI: https://doi.org/10.1057/bm.2015.42

Kuşçu, A. (2020). Employer Branding in the Digital Era. In T. Semerádová & P. Weinlich (Eds.), Impacts of Online Advertising

on Business Performance (pp. 28-51). IGI Global. https://doi.org/10.4018/978-1-7998-1618-8.ch002. DOI: https://doi.org/10.4018/978-1-7998-1618-8.ch002

Lievens, F. & Slaughter, J.E. (2016). Employer image and employer branding: What we know and what we need to know. DOI: https://doi.org/10.1146/annurev-orgpsych-041015-062501

Annual Review of Organisational Psychology and Organisational Behavior, 3(1), 407-440. http://dx.doi.org/10.1146/


Lukić, J.M., Brkljač, M.N., & Perčić, K.R. (2019). Brendiranje poslodavaca u funkciji privlačenja i zadržavanja talenata koji

pripadaju generaciji milenijalaca. Marketing, 50(2), 83-93. https://doi.org/10.5937/markt1902083L. DOI: https://doi.org/10.5937/markt1902083L

Mishra, M., & Mishra, V. (2023). Organisation Branding in the Post-COVID-19 World – An Employer and Employee Perspective.

Indian Journal of Marketing. 53(1) https://doi.org/10.17010/ijom/2023/v53/i1/172595. DOI: https://doi.org/10.17010/ijom/2023/v53/i1/172595

Moroko, L., & Uncles, M. (2008). Characteristics of successful employer brands. Journal of Brand Management, 16, 160-175.

https://doi.org/10.1057/BM.2008.4. DOI: https://doi.org/10.1057/bm.2008.4

Ognjanović, J. (2019). Izgradnja atraktivnosti poslodavca kao deo strategije brendiranja poslodavca. Ekonomija: teorija i

praksa, 12(3), 53-68. https://doi.org/10.5937/etp1903053O. DOI: https://doi.org/10.5937/etp1903053O

Ruchika, & Prasad, A. (2019). Untapped Relationship between Employer Branding, Anticipatory Psychological

Contract and Intent to Join. Global Business Review, 20(1), 194-213. https://doi.org/10.1177/0972150917713897. DOI: https://doi.org/10.1177/0972150917713897

Sančanin, B. (2021). Uticaj brendiranja na efikasnost procesa privlačenja i zadržavanja talenata. Trendovi u poslovanju, 9(18),

-115. https://doi.org/10.5937/trendpos2102120S. DOI: https://doi.org/10.5937/trendpos2102120S

Slavić, A. i Berber, N. (2022). Upravljanje talentima: Teorija i praksa. Subotica: Ekonomski fakultet u Subotici, Univerzitet u

Novom Sadu.

Stuss, M., Stańczyk, I., & Wziątek-Staśko, A. (2018). Processes of communication with candidates in employer branding.

Modern Management Review. 25(4, 205-219. https://doi.org/10.7862/rz.2018.mmr.55. DOI: https://doi.org/10.7862/rz.2018.mmr.55




How to Cite

Zolak Poljašević, B. (2024). EMPLOYER BRAND PROMOTION: DOES IT REALLY MATTER IN TRANSITION COUNTRIES?. SCIENCE International Journal, 3(1), 167–173. https://doi.org/10.35120/sciencej0301167z