prikaz prve stranice dokumenta Izazovi brendiranja poslodavca u zdravstvenom sektoru
Access restricted to students and staff of home institution
postgraduate specialist thesis
Izazovi brendiranja poslodavca u zdravstvenom sektoru
2025. urn:nbn:hr:192:112030
Latović, Sena
University of Rijeka
Faculty of Economics and Business

Cite this document

Latović, S. (2025). Izazovi brendiranja poslodavca u zdravstvenom sektoru (Postgraduate specialist thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:112030

Latović, Sena. "Izazovi brendiranja poslodavca u zdravstvenom sektoru." Postgraduate specialist thesis, University of Rijeka, Faculty of Economics and Business, 2025. https://urn.nsk.hr/urn:nbn:hr:192:112030

Latović, Sena. "Izazovi brendiranja poslodavca u zdravstvenom sektoru." Postgraduate specialist thesis, University of Rijeka, Faculty of Economics and Business, 2025. https://urn.nsk.hr/urn:nbn:hr:192:112030

Latović, S. (2025). 'Izazovi brendiranja poslodavca u zdravstvenom sektoru', Postgraduate specialist thesis, University of Rijeka, Faculty of Economics and Business, accessed 03 March 2025, https://urn.nsk.hr/urn:nbn:hr:192:112030

Latović S. Izazovi brendiranja poslodavca u zdravstvenom sektoru [Postgraduate specialist thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2025 [cited 2025 March 03] Available at: https://urn.nsk.hr/urn:nbn:hr:192:112030

S. Latović, "Izazovi brendiranja poslodavca u zdravstvenom sektoru", Postgraduate specialist thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2025. Available at: https://urn.nsk.hr/urn:nbn:hr:192:112030

Please login to the repository to save this object to your list.
Metadata
TitleIzazovi brendiranja poslodavca u zdravstvenom sektoru
Title (english)Challenges of Employer Branding in the Health Sector
AuthorSena Latović
MentorSlavica Cicvarić Kostić https://orcid.org/0000-0001-7110-3750 (mentor)
Committee memberJasmina Dlačić (predsjednik povjerenstva)
Committee memberSlavica Cicvarić Kostić https://orcid.org/0000-0001-7110-3750 (član povjerenstva)
Committee memberHelga Pavlić Skender (član povjerenstva)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2025-01-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Zdravstveni sektor suočava se s jedinstvenim izazovima kada je u pitanju privlačenje i zadržavanje stručnjaka, kao što su medicinsko osoblje, liječnici, medicinske sestre, tehničari i ostali zdravstveni i nezdravstveni radnici. S obzirom na sve veći nedostatak kvalificiranog osoblja u ovom sektoru, ključno je razumjeti kako poslodavci mogu iskoristiti strategije brendiranja kako bi se istaknuli kao poželjni poslodavci. Zdravstveni sektor prolazi kroz brze promjene, uključujući tehnološke inovacije, demografske promjene i promjene u očekivanjima pacijenata. Ove promjene zahtijevaju nove pristupe u upravljanju ljudskim resursima, uključujući brendiranje poslodavaca kako bi privukli i zadržali visoko kvalificirane zdravstvene stručnjake. Stoga je istraživanje izazova brendiranja poslodavaca u zdravstvenom sektoru relevantno i važno za razumijevanje strategija koje poslodavci mogu primijeniti kako bi ostali konkurentni i privukli najbolje talente u industriji. Predmet istraživanja proizlazi iz sve veće važnosti koju ima brendiranje u privlačenju i zadržavanju kvalitetnih kadrova u zdravstvenoj industriji. Uspješno brendiranje može imati značajan utjecaj na privlačenje talentiranih stručnjaka, izgradnju povjerenja pacijenata i postizanje konkurentske prednosti u dinamičnom okruženju zdravstvene industrije. Stoga je važno da zdravstvene ustanove prepoznaju ove izazove i posvete se razvoju snažnog i autentičnog brenda koji odražava njihove vrijednosti, kvalitetu i posvećenost pacijentima i stručnjacima.
Abstract (english)
The healthcare sector faces unique challenges when it comes to attracting and retaining professionals, such as medical staff, doctors, nurses, technicians and other healthcare and nonhealthcare professionals. Given the increasing shortage of skilled personnel in this sector, it is crucial to understand how employers can leverage branding strategies to stand out as preferred employers. The healthcare sector is undergoing rapid changes, including technological innovation, demographic changes and changes in patient expectations. These changes require new approaches to human resource management, including employer branding to attract and retain highly qualified healthcare professionals. Therefore, research into employer branding challenges in the healthcare sector is relevant and important to understanding the strategies employers can employ to remain competitive and attract the best talent in the industry. The subject of the research stems from the increasing importance of branding in attracting and retaining quality staff in the healthcare industry. Successful branding can have a significant impact on attracting talented professionals, building patient trust and achieving competitive advantage in the dynamic environment of the healthcare industry. It is therefore important that healthcare institutions recognize these challenges and commit to developing a strong and authentic brand that reflects their values, quality and commitment to patients and professionals.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:192:112030
Study programmeTitle: Marketing management
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: specijalist/specijalistica marketing menadžmenta (specijalist/specijalistica marketing menadžmenta)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2025-02-28 15:57:54