Raising organisational potential via Employer Branding

In the current state of economy, while everything in business life is changing rapidly, a company has a perspective only if it is able to adapt itself to these changes in a competitive and effective way through flexible restructuring, and building relevant strategies including Employer Branding Strategy. Numerous works of literature support that the most important asset and the most beneficial resource of an organization is the human workforce. This human asset can be exploited the most effectively if HR professionals obtain a new approach, and they become strategic partners and business consultants, as they will have a key role in maximizing the recovery of these investments. The success of the HR function depends on this ability to create value through the business activity as well as to lead the reorganization strategy and outplacement process that is necessary for business success. What make our research important and timely is that we create a guide about what strategies andmethods HR professionals can apply to increase business competitiveness, attract and retain talents, that is getting more and more emphasis nowadays.