Employer Brand and Identity of Software and IT Companies from CLUJ-NAPOCA as Reflected in Their Website Content

Abstract

The paper highlights the characteristics of the employer brand identity of software and IT companies from Cluj-Napoca. The large IT companies from Cluj-Napoca are mainly Romanian delivery centers of international companies with outsourcing business strategies. Most of the locally-based companies are medium or small-sized IT companies working for both domestic and foreign markets. The majority of the Romanian delivery centers of international companies have complex employer brand identity which they use to attract the valuable workforce. Romanian medium-sized companies from Cluj-Napoca present employer brand identity with medium complexity; however, their employer benefit lists are more modest than those of international companies. Romanian small-sized companies from Cluj-Napoca have basic employer brand identity, merely formulated as answers to the request of the labor market.