Goran Pavlović
University of Kragujevac, Faculty of Economics, Serbia
The main goal of this paper is to determine the influence of the employer attractiveness on turnover and retention of employees in the company. In modern business conditions, companies try to identify, attract, motivate and retain the best employees from the labor market, for which many strategies and tactics have been developed. One of the ways is also the employer attractiveness, which can be considered as the overall effort of the company to distinguish itself as a unique place for work, by creating stimulating conditions. Bearing in mind the above, an empirical research was conducted on companies operating in the Republic of Serbia, over a sample of 139 respondents. The results of the research have shown that the employer attractiveness positively affects the attraction of employees, but at the same time it does not significantly affect the retention of employees.
Key words
employer attractiveness, turnover, employees, attraction, retention
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