Human resources as the main vector of communication: the case of Mobexpert Group

Abstract

"Owners and employees represent those stakeholders who substantially shape the organisational culture. In fact, their values, their expectations, significantly influence the company’s performance. Moreover, customers see a brand through its employees, through the owner. This paper has the following objectives: to explore the expectations/possibilities ‒ as basic pillars of an effective collaboration ‒ both from the point of view of the employees and from the point of view of the owner of the Mobexpert Group, and to identify those values that are appreciated by the employees of the Mobexpert brand, which also define the owner of the Mobexpert Group. In order to achieve the proposed objectives, content analysis was conducted based on the show ‘Empire of Lions’, Season 3, i.e. regarding the experiences and opinions of employees posted on YouTube (Mobexpert People section). Following the analysis, it was found that: (1) the success of the brand is summed up in the set of expectations, outlined values, (2) trust, self-confidence, perseverance and creativity representing the foundation/stone of the employee-brand relationship, and of possible collaboration between the owner of the Mobexpert Group as investor and potential business partners. Key words: Mobexpert Group, communication, brand essence, employees, owner JEL classification: M31, O15"