BRANDING THE ARMY OF SERBIA AS AN EMPLOYER WITH THE GOAL OF ATTRACTING AND RETAINING THE BEST TALENTS
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Key words: branding, Serbian Armed Forces, employer, work environment.Abstract
The reason for writing this paper was the research conducted, the subject of which was the analysis of the possibility of hiring and retaining the best talents through the branding process of the Serbian Armed Forces. The aim of the conducted research is to show whether and, if so, to what extent, there is an influence between the branding process of the Serbian Armed Forces and the work environment through the degree of job satisfaction, the possibility of further improvement and the leadership style in the defense system of the Republic of Serbia. The main motive for writing the paper was to show whether the branding process of the Serbian Armed Forces has an effect on attracting new and retaining the best talents. The opportunities that the Serbian Armed Forces as an employer must use in order to attract potential new employees are shown.
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Copyright (c) 2026 ##user.Aleksandar## ##user.Neševski##, ##user.Tanja## ##user.Vujović##, ##user.Milena## ##user.Knežević##
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