Naslov (eng)

CAN CONTEMPORARY STRATEGIES CREATE MULTIPLE IMPACT? REDEFINING EMPLOYER BRANDING THROUGH SUSTAINABILITY AND STAKEHOLDER ENGAGEMENT

Autor

Jovanovic, Tatjana
Arsenijevic, Olja

Opis (srp)

Thispaperexploreshowcontemporarycorporatestrategiescancreatesynergyandgeneratemultidimensional impact by integrating employer branding, sustainability, and stakeholder engagement within a unified organizational and communication framework. It analyzes a qualitative case from the pharmaceutical industry—an experiential sustainability initiative known as STADAEXPO—designed to connect employees and external stakeholders through immersive, value-driven experiences.Thestudyinvestigateswhethersustainabilitycommunication,whenco-createdwithemployees,cansimultaneously strengtheninternalengagement,enhanceexternalreputation,andraisepublicawarenessofcorporateresponsibility.Aqualitative case-study approach combines document analysis, company publications, and secondary literature on employer branding and stakeholder management. The results indicate that experiential sustainability projects can transform corporate communication into multidimensional platforms that build emotional connection, reinforce authenticity, and foster collaboration across functions and geographies. By engaging employees as ambassadors and hosts, organizations translate abstract environmental, social, and governance (ESG) commitments into tangible human experiences that inspire both the current and future workforce as well as the wider community. The paper concludes that employer branding must evolve beyond image management toward purpose-driven engagement as a strategic enabler of resilience and shared value, emphasizing the integration of sustainability storytelling and employee participation into HR and communication strategies to achieve measurable, long-term impact across social, cultural, and business dimensions.

Jezik

engleski

Datum

2025

Licenca

Ovo delo je licencirano pod uslovima licence
Creative Commons CC BY 4.0 - Creative Commons Autorstvo 4.0 International License.

http://creativecommons.org/licenses/by/4.0/legalcode

Predmet

employerbranding,sustainability,stakeholderengagement,corporateculture,employeeexperience, sharedvalue.

Deo kolekcije (1)

o:1311

Радови наставника и сарадника Института за срп...