Abstract:
: Even though employer branding has its origins back to the 1990s, only after 2001 did
it become a hot topic for human resource (HR) management. Ever since, a series of researchers
and professionals have made an effort to understand how the image that job seekers have about
employers is shaped and what benefits arise from this bilateral relationship. The Greek business
environment delayed adoption of the most recently developed HR techniques, as a result of the
economic crisis, and resulting decrease in working manpower, as well as budget reductions for HR.
Only in the past few years have some of the leading companies in several business sectors started to
implement employer branding as part of their corporate strategy. The current study aims to present
how employer branding is actually under implementation in one of the most dynamic, national
sectors—the telecommunication industry. Interviews in HR departments were conducted in order to
collect (a) qualitative information regarding how employer branding is perceived and what results
are expected from its implementation, as well as (b) quantitative data regarding its usefulness on
attracting and choosing candidates, as well as evaluating existing employees. Results indicate that
even though employer branding implementation is still an ongoing procedure, it has already started
to transform HR departments’ operational logic
