{"id":"https://openalex.org/W2995449248","doi":"https://doi.org/10.5937/markt1902083l","title":"Employer branding for recruitment and retention of talented employees belonging to the new generation of millennials","display_name":"Employer branding for recruitment and retention of talented employees belonging to the new generation of millennials","publication_year":2019,"publication_date":"2019-01-01","ids":{"openalex":"https://openalex.org/W2995449248","doi":"https://doi.org/10.5937/markt1902083l","mag":"2995449248"},"language":"en","primary_location":{"id":"doi:10.5937/markt1902083l","doi":"https://doi.org/10.5937/markt1902083l","is_oa":true,"landing_page_url":"https://doi.org/10.5937/markt1902083l","pdf_url":"https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2019/0354-34711902083L.pdf","source":{"id":"https://openalex.org/S4210186714","display_name":"Marketing","issn_l":"0354-3471","issn":["0354-3471","2334-8364"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj"],"host_organization":"https://openalex.org/P4310321077","host_organization_name":"Srpsko udru\u017eenje za marketing","host_organization_lineage":["https://openalex.org/P4310321077"],"host_organization_lineage_names":["Srpsko udru\u017eenje za marketing"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Marketing","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2019/0354-34711902083L.pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5021719509","display_name":"Jelena Luki\u0107","orcid":"https://orcid.org/0000-0003-0632-8974","observed_orcids":["https://orcid.org/0000-0003-0632-8974"]},"institutions":[{"id":"https://openalex.org/I170726198","display_name":"University of Novi Sad","ror":"https://ror.org/00xa57a59","country_code":"RS","type":"education","lineage":["https://openalex.org/I170726198"]},{"id":"https://openalex.org/I4400009019","display_name":"Modern Business School","ror":"https://ror.org/05he7vj96","country_code":"RS","type":"education","lineage":["https://openalex.org/I4400009019"]}],"countries":["RS"],"is_corresponding":false,"raw_author_name":"Jelena Luki\u0107","raw_affiliation_strings":["Visoka \u0161kola modernog biznisa , Terazije 27 , 11000 Beograd Milan","Novom Sadu, Ekonomski fakultet u Subotici, Segedinski put 9-11, 24000 Subotica","Visoka \u0161kola modernog biznisa, Terazije 27, 11000 Beograd"],"raw_orcid":"https://orcid.org/0000-0003-0632-8974","affiliations":[{"raw_affiliation_string":"Visoka \u0161kola modernog biznisa , Terazije 27 , 11000 Beograd Milan","institution_ids":["https://openalex.org/I4400009019"]},{"raw_affiliation_string":"Novom Sadu, Ekonomski fakultet u Subotici, Segedinski put 9-11, 24000 Subotica","institution_ids":["https://openalex.org/I170726198"]},{"raw_affiliation_string":"Visoka \u0161kola modernog biznisa, Terazije 27, 11000 Beograd","institution_ids":["https://openalex.org/I4400009019"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5006925001","display_name":"Milan Brklja\u010d","orcid":"https://orcid.org/0000-0002-0617-973X","observed_orcids":["https://orcid.org/0000-0002-0617-973X"]},"institutions":[{"id":"https://openalex.org/I170726198","display_name":"University of Novi Sad","ror":"https://ror.org/00xa57a59","country_code":"RS","type":"education","lineage":["https://openalex.org/I170726198"]},{"id":"https://openalex.org/I4400009019","display_name":"Modern Business School","ror":"https://ror.org/05he7vj96","country_code":"RS","type":"education","lineage":["https://openalex.org/I4400009019"]}],"countries":["RS"],"is_corresponding":false,"raw_author_name":"Milan Brklja\u010d","raw_affiliation_strings":["Univerzitet u Novom Sadu , Ekonomski fakultet u Subotici , Segedinski put 9-11 , 24000 Subotica","Visoka \u0161kola modernog biznisa , Terazije 27 , 11000 Beograd Milan","Novom Sadu, Ekonomski fakultet u Subotici, Segedinski put 9-11, 24000 Subotica","Visoka \u0161kola modernog biznisa, Terazije 27, 11000 Beograd"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Univerzitet u Novom Sadu , Ekonomski fakultet u Subotici , Segedinski put 9-11 , 24000 Subotica","institution_ids":["https://openalex.org/I170726198"]},{"raw_affiliation_string":"Visoka \u0161kola modernog biznisa , Terazije 27 , 11000 Beograd Milan","institution_ids":["https://openalex.org/I4400009019"]},{"raw_affiliation_string":"Novom Sadu, Ekonomski fakultet u Subotici, Segedinski put 9-11, 24000 Subotica","institution_ids":["https://openalex.org/I170726198"]},{"raw_affiliation_string":"Visoka \u0161kola modernog biznisa, Terazije 27, 11000 Beograd","institution_ids":["https://openalex.org/I4400009019"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5007900641","display_name":"Karolina Robert Per\u010di\u0107","orcid":"https://orcid.org/0000-0003-4571-1765","observed_orcids":["https://orcid.org/0000-0003-4571-1765"]},"institutions":[{"id":"https://openalex.org/I170726198","display_name":"University of Novi Sad","ror":"https://ror.org/00xa57a59","country_code":"RS","type":"education","lineage":["https://openalex.org/I170726198"]},{"id":"https://openalex.org/I4400009019","display_name":"Modern Business School","ror":"https://ror.org/05he7vj96","country_code":"RS","type":"education","lineage":["https://openalex.org/I4400009019"]}],"countries":["RS"],"is_corresponding":false,"raw_author_name":"Karolina Per\u010di\u0107","raw_affiliation_strings":["Visoka \u0161kola modernog biznisa , Terazije 27 , 11000 Beograd Milan","Novom Sadu, Ekonomski fakultet u Subotici, Segedinski put 9-11, 24000 Subotica","Visoka \u0161kola modernog biznisa, Terazije 27, 11000 Beograd"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Visoka \u0161kola modernog biznisa , Terazije 27 , 11000 Beograd Milan","institution_ids":["https://openalex.org/I4400009019"]},{"raw_affiliation_string":"Novom Sadu, Ekonomski fakultet u Subotici, Segedinski put 9-11, 24000 Subotica","institution_ids":["https://openalex.org/I170726198"]},{"raw_affiliation_string":"Visoka \u0161kola modernog biznisa, Terazije 27, 11000 Beograd","institution_ids":["https://openalex.org/I4400009019"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":3.3569,"has_fulltext":true,"cited_by_count":13,"citation_normalized_percentile":{"value":0.92279544,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":88,"max":97},"biblio":{"volume":"50","issue":"2","first_page":"83","last_page":"93"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12415","display_name":"Employer Branding and e-HRM","score":1.0,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12415","display_name":"Employer Branding and e-HRM","score":1.0,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11779","display_name":"Higher Education and Employability","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/3304","display_name":"Education"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14088","display_name":"Generational Differences and Trends","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/3319","display_name":"Life-span and Life-course Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/employer-branding","display_name":"employer branding","score":1.0},{"id":"https://openalex.org/keywords/millennials","display_name":"millennials","score":0.8019999861717224},{"id":"https://openalex.org/keywords/talent-attraction","display_name":"talent attraction","score":0.6769999861717224},{"id":"https://openalex.org/keywords/employee-retention","display_name":"employee retention","score":0.9800000190734863},{"id":"https://openalex.org/keywords/recruitment","display_name":"recruitment","score":0.8360000252723694},{"id":"https://openalex.org/keywords/job-satisfaction","display_name":"job satisfaction","score":0.7160000205039978},{"id":"https://openalex.org/keywords/employee-loyalty","display_name":"employee loyalty","score":0.5669999718666077},{"id":"https://openalex.org/keywords/organizational-attractiveness","display_name":"employer attractiveness","score":0.45899999141693115}],"concepts":[{"id":"https://openalex.org/C198082294","wikidata":"https://www.wikidata.org/wiki/Q3399648","display_name":"Position (finance)","level":2,"score":0.7800896167755127},{"id":"https://openalex.org/C182306322","wikidata":"https://www.wikidata.org/wiki/Q1779371","display_name":"Order (exchange)","level":2,"score":0.713853120803833},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6984196305274963},{"id":"https://openalex.org/C2778914735","wikidata":"https://www.wikidata.org/wiki/Q1339389","display_name":"Employer branding","level":4,"score":0.6893243789672852},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6463505625724792},{"id":"https://openalex.org/C2776639384","wikidata":"https://www.wikidata.org/wiki/Q840396","display_name":"Ideal (ethics)","level":2,"score":0.6332871317863464},{"id":"https://openalex.org/C91306197","wikidata":"https://www.wikidata.org/wiki/Q45767","display_name":"Competition (biology)","level":2,"score":0.6224117875099182},{"id":"https://openalex.org/C98045186","wikidata":"https://www.wikidata.org/wiki/Q205663","display_name":"Process (computing)","level":2,"score":0.5024352073669434},{"id":"https://openalex.org/C28719098","wikidata":"https://www.wikidata.org/wiki/Q44946","display_name":"Point (geometry)","level":2,"score":0.4269372224807739},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.3289821147918701},{"id":"https://openalex.org/C19351080","wikidata":"https://www.wikidata.org/wiki/Q1395034","display_name":"New product development","level":2,"score":0.16607701778411865},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.12221777439117432},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C111919701","wikidata":"https://www.wikidata.org/wiki/Q9135","display_name":"Operating system","level":1,"score":0.0},{"id":"https://openalex.org/C18903297","wikidata":"https://www.wikidata.org/wiki/Q7150","display_name":"Ecology","level":1,"score":0.0},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C545102676","wikidata":"https://www.wikidata.org/wiki/Q1780667","display_name":"Product management","level":3,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.5937/markt1902083l","doi":"https://doi.org/10.5937/markt1902083l","is_oa":true,"landing_page_url":"https://doi.org/10.5937/markt1902083l","pdf_url":"https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2019/0354-34711902083L.pdf","source":{"id":"https://openalex.org/S4210186714","display_name":"Marketing","issn_l":"0354-3471","issn":["0354-3471","2334-8364"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj"],"host_organization":"https://openalex.org/P4310321077","host_organization_name":"Srpsko udru\u017eenje za marketing","host_organization_lineage":["https://openalex.org/P4310321077"],"host_organization_lineage_names":["Srpsko udru\u017eenje za marketing"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Marketing","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:751c369e75f444fd8a67e03a1d9abf4c","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/751c369e75f444fd8a67e03a1d9abf4c","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Marketing (Beograd. 1991), Vol 50, Iss 2, Pp 83-93 (2019)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.5937/markt1902083l","doi":"https://doi.org/10.5937/markt1902083l","is_oa":true,"landing_page_url":"https://doi.org/10.5937/markt1902083l","pdf_url":"https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2019/0354-34711902083L.pdf","source":{"id":"https://openalex.org/S4210186714","display_name":"Marketing","issn_l":"0354-3471","issn":["0354-3471","2334-8364"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj"],"host_organization":"https://openalex.org/P4310321077","host_organization_name":"Srpsko udru\u017eenje za marketing","host_organization_lineage":["https://openalex.org/P4310321077"],"host_organization_lineage_names":["Srpsko udru\u017eenje za marketing"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Marketing","raw_type":"journal-article"},"sustainable_development_goals":[{"score":0.833299994468689,"display_name":"Decent work and economic growth","id":"https://metadata.un.org/sdg/8"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2995449248.pdf","grobid_xml":"https://content.openalex.org/works/W2995449248.grobid-xml"},"referenced_works_count":47,"referenced_works":["https://openalex.org/W149592226","https://openalex.org/W162243938","https://openalex.org/W626700552","https://openalex.org/W1586930966","https://openalex.org/W1671537787","https://openalex.org/W1927498985","https://openalex.org/W1978806681","https://openalex.org/W1981492042","https://openalex.org/W1990901463","https://openalex.org/W2003659000","https://openalex.org/W2011719962","https://openalex.org/W2025785009","https://openalex.org/W2031511784","https://openalex.org/W2031820569","https://openalex.org/W2032199873","https://openalex.org/W2036559660","https://openalex.org/W2039011707","https://openalex.org/W2044695870","https://openalex.org/W2049017104","https://openalex.org/W2059143315","https://openalex.org/W2069948052","https://openalex.org/W2077682853","https://openalex.org/W2077722073","https://openalex.org/W2144184013","https://openalex.org/W2144643027","https://openalex.org/W2160081141","https://openalex.org/W2171464824","https://openalex.org/W2293507899","https://openalex.org/W2337410938","https://openalex.org/W2560792484","https://openalex.org/W2566220006","https://openalex.org/W2596098058","https://openalex.org/W2728468986","https://openalex.org/W2753850221","https://openalex.org/W2760464201","https://openalex.org/W2889242869","https://openalex.org/W2900479867","https://openalex.org/W2904033280","https://openalex.org/W2945112716","https://openalex.org/W3101528227","https://openalex.org/W3121351239","https://openalex.org/W3159570113","https://openalex.org/W4255537791","https://openalex.org/W4256318374","https://openalex.org/W4387920351","https://openalex.org/W7038738432","https://openalex.org/W7053494533"],"related_works":["https://openalex.org/W1560373181","https://openalex.org/W2897357973","https://openalex.org/W2848201154","https://openalex.org/W330416590","https://openalex.org/W6890190935","https://openalex.org/W3034251975","https://openalex.org/W7036254794","https://openalex.org/W3082876090","https://openalex.org/W3199126384","https://openalex.org/W3092527308"],"abstract_inverted_index":{"Employers":[0],"are":[1,32,171],"increasingly":[2],"faced":[3],"with":[4,90],"the":[5,13,17,25,52,60,67,70,96,102,115,125,152,174,195],"need":[6],"to":[7,22,36,43,79,82,100,114,164,183,194],"identify,":[8],"attract,":[9],"hire":[10],"and":[11,48,74,88,106,127,143,159],"retain":[12],"best":[14],"talent":[15],"from":[16,69],"labor":[18,83,144],"market":[19,84,145],"in":[20,24,33,141,181],"order":[21,182],"survive":[23],"condition":[26],"of":[27,54,62,72,104,108,117,129,132,177,197],"fierce":[28],"competition.":[29],"As":[30],"talents":[31,191],"a":[34,55],"position":[35,44,80,140,184],"choose":[37],"an":[38,119,138,166,187],"employer,":[39],"successful":[40],"companies":[41],"seek":[42],"themselves":[45,81],"as":[46,86,151,186],"ideal":[47,91,188],"desirable":[49,89],"employers":[50,77],"through":[51],"establishment":[53],"strong":[56],"employer":[57,120,179],"brand.":[58],"In":[59,168],"process":[61,116],"brand":[63,180],"establishing,":[64],"by":[65],"applying":[66],"knowledge":[68],"field":[71],"marketing":[73],"human":[75],"resources,":[76],"tend":[78],"candidates":[85],"unique":[87],"working":[92],"conditions,":[93],"while":[94],"at":[95],"same":[97],"time":[98],"trying":[99],"increase":[101],"level":[103],"satisfaction":[105],"dedication":[107],"existing":[109],"employees.":[110,133],"A":[111,134],"modern":[112],"approach":[113],"branding":[118],"implies":[121],"taking":[122],"into":[123],"account":[124],"needs":[126],"desires":[128,160],"different":[130],"generation":[131,135,148,153,196],"that":[136,192],"takes":[137],"important":[139],"society":[142],"-":[146],"millennium":[147],"(also":[149],"known":[150],"Y)":[154],"has":[155],"specific":[156],"needs,":[157],"demands":[158],"when":[161],"it":[162,185],"comes":[163],"selecting":[165],"employer.":[167],"this":[169],"paper":[170],"point":[172],"out":[173],"key":[175],"specifics":[176],"establishing":[178],"place":[189],"for":[190],"belong":[193],"millennials.":[198]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":2},{"year":2022,"cited_by_count":4},{"year":2021,"cited_by_count":5}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2019-12-26T00:00:00"}
