On 24 November 2025 in Sofia, within the framework of the International Scientific Conference “Economic Development and Policies: Realities and Perspectives. Sustainability in the Context of Global Changes”, organised by the Institute of Economics at the Bulgarian Academy of Sciences, a report was presented by Prof. Neviana Krasteva, DSc (Econ), and PhD candidate Tinka Churkova from Sofia University “St. Kliment Ohridski”, titled “Building an Employer Brand as a Factor for Achieving Sustainability”. The two researchers took part in the panel dedicated to the adaptability and sustainability of modern enterprises.

In their report, the authors emphasized that employer branding today goes beyond its traditional dimensions and is becoming a strategic tool for building long-term competitiveness. They highlighted that when an employer’s brand is integrated with ESG principles and authentic sustainable practices, it becomes a bridge between declared corporate values and real organisational behaviour. According to them, this role of employer branding is particularly important in a context of global change, in which companies are compelled to demonstrate transparency, social sensitivity, and commitment to the environmental landscape.

The study conducted by Prof. Krasteva and Tinka Churkova is based on a detailed analysis of the digital communications and sustainability policies of fourteen Bulgarian companies from various sectors, including retail, energy, telecommunications, the pharmaceutical industry, and hospitality. The authors note that organizations that manage to combine their ESG commitments with a clearly defined and credible Employer Value Proposition achieve higher employee engagement, attract younger generations more successfully, and build long-term trust among their consumers and partners. They further emphasized that digital communication plays a central role in this process, as social media platforms, video content, and podcasts enable more direct, authentic, and human dialogue with the audience.

The report also addressed the challenge related to the high level of public distrust in Bulgaria toward corporate sustainability messages. The authors noted that the risk of perceiving “green” communications as a form of greenwashing is significant and requires far greater transparency, measurability, and independent verification of ESG commitments. They stressed that verifiable results, regular reporting, and external audits are essential to building trust, without which sustainability cannot be perceived as authentic.

Prof. Krasteva and Tinka Churkova concluded that employer branding has the potential to become a key driver of sustainable organizational transformation, but this can be achieved only through the consistent integration of ESG principles into human resource management, corporate culture, and long-term communication strategy. They recommended that companies develop measurable sustainability indicators, foster employee training and engagement, and ensure that their messages are supported by real actions and evidence.

The report by Prof. Krasteva and Tinka Churkova is part of a research project funded by the National Science Fund under contract KP-06-N85/3 (05.12.2024) and represents a significant contribution to the contemporary discussion on the sustainable development of enterprises in Bulgaria. The findings highlight the need for businesses to adopt a strategic and responsible approach to human capital management—one that views people not merely as a resource, but as a key factor for sustainability, innovation, and long-term success.