Brand building in the labour market

Brandbook.hu and Brand Content organised a conference, titled Brand Building in the Labour Market. 130 communication and HR experts, company directors and NGOs were present. By now workforce shortage and the problems of recruiting and keeping workers has become one of the biggest challenges for employers. This problem can only be solved by using a complex approach: employer branding.

Many speakers talked about the importance of companies learning about themselves. This should be the first step in the process of employer branding in an age, when businesses need to serve the needs of job seekers more and more. György Káli, editor-in-chief of Brandbook magazine and brandbook.hu told: managers who got very much used to the old way of doing things must change their attitude – many of them only see the problems occurring in the field of recruitment The editor-in-chief underlined that the basis to build on should be developing an employee experience strategy, after which the recruitment process can follow.

Speakers agreed that building an employer brand requires cooperation by experts working in different areas such as HR, communication, marketing and PR. According to Péter Balogh, founder of job search website DreamJo.bs, companies that would like to recruit quality workforce can’t avoid doing employer branding work. Still, the majority of Hungarian firms have no clue where to start. /