Zaposlenici kao ambasadori marke poslodavca

The aim of this paper is to point out the role of ambassadors that employees have and their importance for the employer brand. Employees are the most important resource of any company, and can have a big impact on creating a positive or negative image of the employer in the eyes of the public. The final goal of an employer brand is to attract and retain quality employees, and in order to reach that goal, it is important to invest in employees who will pass on their satisfaction to others. Given that the competition is increasing today, it is very important to find out what attracts future employees to a particular employer, or what have an influence on their decision when they are applying for the job. The aim of the paper was to investigate the impact of employer advertising and employee recommendations on the decision to apply for a job and to provide insights into the relationship between the employer brand and employee. The primary research was conducted with a survey questionnaire and the final results showed that the employee's recommendation still has a grater impact on job applications.