EMPLOYER BRANDING IN THE AIRLINE INDUSTRY: ON THE EXAMPLE OF RYANAIR

Abstract

If a company is aimed to improve its position in the market, develop and growth, company should work with its employer brand. Positive and strong HR brand has many advantages: professional workers aimed at overall success of company, staff turnover rate is low, highly effective work of employee and team, achievement of goals and selection of highly qualified staff, strong corporate culture [5]. In this article, the author analyzes the problems of the employer brand in Ryanair, which may adversely affect the company's image in the future. Being the most profitable low-cost airline in Europe [6], Ryanair faces many problems in the structure of the company, which can lead to loss of attractiveness for both current employees and potential employees who are looking for work. Based on works of other researchers, author investigates issues such as autocratic-approach of management, staff turnover, stress and lack of motivation among employees. By analyzing through different variables, it is obvious that issues are tightly related to each other and by changing some aspects of management system, company has an opportunity to increase its employer brand image for current and potential employees.