Author(s): Gonca KSE

The greatest threat factor to the continued existence of businesses is the inability to adapt to an ever-changing world. In an environment where changes cannot be controlled, but businesses still have to keep up with them, the human and talent factors are of particular importance. For small, medium and large-scale enterprises, these two factors in question represent important elements – or perhaps even the most important criteria – of competition. The ability of businesses to sustain their operations by ensuring uninterrupted profit margins in the market depends directly on their ability to manage elements of competition. At this point, when businesses are effectively managed, talent management and employer brand are the most current managerial approaches capable of defeating competitors. Talent management and employer brand contact each other through a chain interaction, supporting one another in the process. Employer brand is a concept whose main capital is human beings. and which invests in humans as much as it invests in products and services. This concept focuses its energy and attention on branding, while also enabling companies to attract and retain employees who can best represent the brand. Becoming a strong employer brand also means becoming a preferred choice for talents, as well as being in demand, drawing attention and generating interest. However, such a situation also requires effective talent management. Drawing talented candidates to the business, while increasing the loyalty of existing talents, requires marketing, human resources and communication activities that are all compatible with each other. In this context, the purpose of the study is to investigate the basic functions of the employer brand, which aims to attract existing and potential talents, and of talent management, which aims to include and enhance talents that are compatible with the business objectives, and to identify the possible relationships between the two. This subject was investigated theoretically within the scope of the present study, and emphasis was placed on the critical importance of effectively managing employer brand in order to manage talent as well.


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