THE IMPACT OF CORPORATE IDENTITY ON REPUTATION AND EMPLOYER'S BRAND

The study focuses on the area of corporate identity and its correlation to reputation and employer's brand. As competition in the labor market grows, more companies, in particular, are investing their efforts and resources in employer brand development that would be attractive to both current and potential employees. If the organization wants to be perceived as a desirable place for work and the employer as ideal, consistent corporate communication and harmonization of internal, employee-to-employee and external-employee-to-employee communications are required. The purpose of the paper is investigate the impact of corporate identity on good reputation and an attractive employer branding and thus gain a competitive advantage on the labor market. The intention is to find out the individual components of corporate identity that contribute to the solid reputation that could become a source of competitive advantage and a suitable foundation for achieving an attractive employer brand.