Implementation and Development of the ”Employer Branding Management” Concept on the Romanian Labor Market in the Current Economic and Social Context

The Brand represents the most valuable assets of a company, so brand management is an important new activity in companies. Although normally concentrate their branding efforts towards developing new product and corporate trademarks, branding can be also used in Human Resources, more precisely in Resource Management. Having a value-centered culture of the "employer of choice" kind means having under control a few key features: internal and external good reputation, identity, image, corporate social responsibility, leadership, empowerment, personnel policies and strategies. Each and every of these features is critical and must be integrated within the brand's global vision. Investigating of the position of employer of choice are directly proportionate to respecting ethical principles in influencing employees, regardless of the adopted style.