THE IMPORTANCE OF COMMUNICATION IN THE PROCESS OF EMPLOYER BRAND MANAGEMENT

Employer branding is one of the outstanding areas of today’s business world. companies with a strong employer brand have advantages in various aspects such as attracting qualified applicants, increasing employee motivation, morale, satisfaction and commitment. nowadays, the increase in employer brand practices has resulted in the need for communicating employer brand effectively. communication has a vital role in success of employer brand management process. companies transmit their messages related to their employer brand to their all stakeholders, especially their current and potential employees via communication practices. stakeholders receive many messages through different channels, everyday. sharing employer brand practices and messages with them requires correct choice of communication vehicles and preparation of messages best suited to stakeholders’ characteristics and expectations. in this context, companies need to manage employer brand communication in an effective and systematic way. playing a key role in reaching out stakeholders and including them in employer branding process, communication affect views and perceptions of current and potential employees about company as an employer. the main objective of this study is to evaluate the importance of communication in the process of employer brand management. in this respect, firstly brand and corporate brand concepts were explained. and then, employer brand and employer branding concepts were examined. finally, the importance of communication in the process of employer brand management was discussed.