Recruitment communication and/or employer brand ?

Abstract

The concept of employer branding gained popularity in recent years due to
widely publicised communication practices of companies. Presented as a brand
in its own right, this article focuses on its
nature by taking into account the semiotic, communicative and social dimensions
inherent in any brand. The objective of
the paper is to demonstrate the weakness
and the obsolescence of the concept,
designed to address a contextual issues.
In a communicational perspective, we
suggest using the term recruitment communication