Employer Branding from the Perspective of a Growing Family Business

Abstract

The problems of human resource management of SMEs are examined in this study. Imbalances between labour supply and demand are making it increasingly difficult for companies to find suitable labour. While large companies have already recognised this problem and invested considerable effort in developing their recruitment and employer banding strategies, undercapitalised family businesses with poorly developed corporate structures but growing size are facing serious difficulties in retaining employees and recruiting new staff. In our study, the focus is on family businesses and the impact of the labour market situation on these businesses is examined. Based on the literature reviewed, on the one hand, an in-depth interview with the owners was conducted with the aim of identifying the critical factors affecting the competitiveness and sustainability of the business. On the other hand, based on an analysis of the results of a structured interview of the company's employees, we propose solutions to the problem and identify key efficiency indicators that can be used to monitor the success of the measures. The aim of the study is to assess the perception of the employer brand (Mosley, 2014) and to propose solutions for family business managers to improve the employer brand of the business.