EMPLOYER BRANDING – IMPOSED NEED ON THE MACEDONIAN LABOUR MARKET

Abstract

The current state of the labor market indicates an increasingly pronounced trend of a lack of adequate workforce. This situation is further deepened by the emphasized trend of external migrations. One of the initial effects of migrations is the emergence of a lack of certain categories of workers with specific types of knowledge and skills, which in the long term, as well as in the short term, can reflect negatively on the human capital of the sending country. One of the most widespread concepts for successfully dealing with the deteriorating conditions on the labor market is employer branding. Even though this concept is relatively new, it is widely accepted and implemented by the biggest multinational companies. The aim of this paper is to give an account of migration trends in Macedonian society, and the impact of these trends on the human capital situation. In addition, through an analysis of the presence of the concept of employer branding in some of the largest and most recognizable companies in Macedonia, the extent of recognition of this concept among Macedonian companies would be determined. In doing so, the official social media accounts and websites of these companies were analyzed, that is, the contents and announcements through which the employer branding strategy of these companies can be recognized. In the findings of these analyses, it is stated that the concept of employer branding has been recognized and implemented among large Macedonian companies, and various activities and initiatives are undertaken to establish them as a desirable employer. In addition, employer branding positions have been introduced within the HR or marketing departments. But presenting these initiatives through social media represents the initial stage of developing an employer branding strategy. If Macedonian companies want to establish themselves successfully and in the long term, as a desired employer, they will have to develop complex and comprehensive strategies for employer branding.