IMPACT OF EMPLOYER BRAND ON EMPLOYEES’ SATISFACTION IN SERBIAN HOTEL ENTERPRISES

Abstract

An increasing deficit of talents on the labor market can cause a "war for talent" among companies. It is therefore necessary that management develop appropriate strategies that will ensure differentiation of companies from their competitors at this market. One of the way is strategy of employer branding. Employer brand is the image of an attractive employer in the labor market created with aim to attract and retain a talents in the company as a result of the high level of employee satisfaction. The main goal of the article is to determine the impact of different dimensions of the employer brand and category of hotel on the level of employee satisfaction in the hotel industry. The paper uses the data obtained by the original research of the defined variables on the sample of the hotels belonging to the category with at least three stars. For hypothesis testing, correlation analysis and regression analysis are used. The obtained results showed that the different dimensions of the employer's brand have a statistically significant impact on the satisfaction of employees, and the impact of the category of the hotel has not been confirmed.