THE IMPACT OF EMPLOYER BRANDING STRATEGIES ON ATTRACTING AND RETAINING STAFF IN THE TOURISM SECTOR
Keywords:
Employer branding; tourism sector; employee attraction; staff retention; human resource management; organizational competitiveness.Abstract
In the context of increasing labor shortages and high employee turnover, the tourism sector faces significant challenges in attracting and retaining qualified personnel. This article examines the role of employer branding strategies as a key human resource management tool in enhancing workforce attraction and retention in tourism enterprises. The study analyzes how employer value propositions, organizational reputation, digital employer branding, and internal human resource practices influence employees’ perceptions and employment decisions.
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