Dr. Alexander Hristov is a communications specialist with over 20 years of experience and with many successful projects implemented. He is a managing partner of PR agency Partakt 42, which develops measurement and evaluation of effectiveness. He teaches at UNSS and NBU, and has conducted a number of courses and trainings in the field of e.g. author of four books and more than 80 publications. He sleeps little, writes a lot and is convinced that communications can be the engine of great changes in business and society.
What is the next big step in employer branding? The evolution that must occur is to go from the simple presentation of the company as a good employer to the commitment of people, whether they are in the company or outside it. The ways to do this are to attract them for like-minded people, uniting around common causes, and also to create or “brand” communities of enthusiasts. These relationships created are capital that can bring many benefits in the long run.
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