Does Employer Branding Matter in Healthcare Organizations? Perception of Healthcare Workers in the Republic of Serbia

Abstract

Attracting and retaining high-quality employees is the ultimate task of healthcare organizations in order to achieve their mission of providing quality healthcare services. Building a strong employer brand can not only reduce the turnover rate, but also make the healthcare organization a desirable place to work. Accordingly, the aim of the paper is to identify the perception of healthcare workers about the employer brand of healthcare organizations in the Republic of Serbia. The research results show a significant gap for the development of the employer brand in healthcare organizations.