HR BRANDING AND THE POTENTIAL VALUE: EMPIRICAL EVIDENCE AND PRACTICAL IMPLICATIONS

Abstract

Despite the growing popularity of the employer branding concept, academic research on the topic is limited; this is piv‐ otal and pioneer research in the Republic of North Macedonia. This research investigates the possible factors that might affect the specific dimensions of firms’ HR branding, such as employer branding, internal branding, and total rewards branding. Different parametric and non‐parametric tests were run to determine if there were group differences in em‐ ployer branding, internal branding, and total rewards branding scores between groups within eight evaluated variables divided into three categories: demographics of respondents (age, gender, and educational level), firm characteristics (size, industry sector, and ownership origin), and professional characteristics of respondents (job level position and cus‐ tomer contact level). The results confirm the expected differences in some of the evaluated HR branding dimensions between employees with different professional characteristics (job level position and customer contact level). Abstract