Employer Branding as a Modern Form of Building the Employer’s Image – Students’ Perspective as Future Employees
Sylwia Stachowska
Faculty of Economic Sciences, University of Warmia and Mazury in Olsztynhttps://orcid.org/0000-0003-0302-887X
Justyna Wontora
Faculty of Economic Sciences, University of Warmia and Mazury in OlsztynAbstract
Under the conditions underlying the contemporary work market, the brand of an organisation as an attractive employer, especially in the opinion of young, talented people, can be a key factor leading to the success of the company in a longer perspective. From this standpoint, the concept of employer branding is gaining importance as a modern way of creating an image of an employer among the current and future employees.
The aim of this study has been to evaluate the effectiveness of employer branding activities implemented by organisations operating on the labour market in the eyes of students as potential employees. The study included students in the second cycle of studies at the Faculty of Economic Sciences, the University of Warmia and Mazury in Olsztyn. The study was carried out as a survey in the first quarter of year 2022.
The study has verified that a positive image of an employer has a significant influence on prospective applicants searching for employment in a given company. The most important role in this regard is played by employer branding activities conducted online, and creating the employer’s profile in social media seems to be particularly valid. For raising the awareness of organisations active on the job market, it also turned out to be significant to participate in in-person job fairs and all other types of events held at universities to promote employment opportunities. Companies which wish to build an employer brand among representatives of the young generation, including university students, soon to be university graduates, should pay attention to using the mentioned solutions in their management practice.
Keywords:
building employer image, employer branding, tools of employer branding, studentsReferences
Ahmad, N.A., & Daud, S. (2016). Engaging People with Employer Branding. Procedia Economics and Finance, 35, 690-698.
Crossref
Google Scholar
Barrow, S., & Mosley, R. (2008). The employer brand. Bringing the best of brand management to people at work. Chichester: John Wiley&Sons Ltd. Google Scholar
Beaumont, P., & Graeme, M. (2003). Branding and People Management: What’s in a Name? London: Google Scholar
CIPD. Google Scholar
Berthon, P., Ewing, M., & Hah L.L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172. https://doi.org/10.1080/02650487.2005.11072912.
Crossref
Google Scholar
Biswas, M.K., & Suar, D. (2016). Antecedents and Consequences of Employer Branding. Journal of Business Ethics, 136(1), 57-72. https://doi.org/10.1007/s10551-014-2502-3.
Crossref
Google Scholar
Budzanowska-Drzewiecka, M., & Proszowska, A. (2015). Atractiveness of job fairs for students as a platform for searching and exchange of information. Jagiellonian Journal of Management, 1(4), 275-289. https://doi.org/10.4467/2450114XJJM.15.019.4828. Google Scholar
Burke, P. (2007). Forced Focus. The Essence of Attracting and Retaining the Best People. Messenger Publishing Pty Ltd. Google Scholar
Collins, C.J., & Stevens, C.K. (2002). The Relationship between Early Recruitment-related Activities and the Application Decisions of New Labour Market Entrants: a Brand Equity Approach to Recruitment. Journal of Applied Psychology, 87(6), 1121-33. https://doi.org/10.1037/0021-9010.87.6.1121.
Crossref
Google Scholar
Davenport, J., & Barrow S. (2009). Employee Communisation During Mergers and Acquisitions. Farnham: Gower Publishing Limited. Google Scholar
Davis, T., Cutt, M., Flynn, N., Mowl, P., & Orme, S. (2010). Ewaluacja talentu. Warszawa: Wolters Kluwer. Google Scholar
Dunmore, M. (2002). Inside-Out Marketing: How to Create an Internal Marketing Strategy. London: Kogan Page. Google Scholar
Eger, L., Micik, M., & Rehor, P. (2018). Employer branding on social media and recruitment websites: Symbolic traits of an ideal employer. Economic and Management, 21(1), 224-237. https://doi.org/10.15240/tul/001/2018-1-015.
Crossref
Google Scholar
Figurska, I. & Matuska, E. (2013). Employer branding as a human resources management strategy. Human Resources Management & Ergonomics, 7(2), 35-51. Google Scholar
Gillis, T.L. (2006). The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relation, Marketing and Leadership, San Francisco: Wiley Default. Google Scholar
Gregorka, L., & Candida, S. (2020). Employer Branding Practices Amongst the Most Attractive Employers of IT and Engineering Sector. International Journal of Human Capital and Information Technology Professionals, 11(1), 1-16. https://doi.org/10.4018/IJHCITP.2020010101.
Crossref
Google Scholar
Herman, R.E., & Gioia, J.L. (2001). Helping Your Organization Become an Employer of Choice. Employment Relations Today, 2(28), 63-78. https://doi.org/10.1002/ert.1015.
Crossref
Google Scholar
Kozłowski, M. (2016). Employer branding. Budowanie wizerunku pracodawcy krok po kroku. Warszawa: Wolters Kluwer. Google Scholar
Krawczyk, A. (2015). Desirable employer image-shaping. Kształtowanie wizerunku pracodawcy z wyboru. Journal of Modern Science, 4, 309-322. Google Scholar
Kubiak, K. (2014). Employer branding w teorii i w praktyce. Warszawa: Wyższa Szkoła Promocji. Google Scholar
Kumari, P., Dutta, M., & Bhagat, M. (2020). Employer Branding and its Role in Effective Recruitment. AIMS International Journal of Management, 14(2), 89-100. https://doi.org/10.26573/2020.14.2.2.
Crossref
Google Scholar
Leary-Joyce, J. (2007). Budowanie wizerunku pracodawcy z wyboru. Warszawa: Wolters Kluwer. Google Scholar
Lewicka, D. (2010). Zarządzanie kapitałem ludzkim w polskich przedsiębiorstwach. Warszawa: Wydawnictwo Naukowe PWN. Google Scholar
Lloyd, S. (2002). Branding from Inside out. BRW, 24(10), 64-66. Google Scholar
Martin, G. (2007). Employer Branding – Time for Some Long and „Hard” Reflections?, In: Employer Branding. The Latest Fad or the Future for HR? London: CIPD. Google Scholar
Maurya, K.K., & Agarwal, M. (2018). Organizational talent management and perceived employer branding. International Journal of Organisational Analysis, 26(2), 312-330. https://doi.org/10.1108/IJOA-04-2017-1147.
Crossref
Google Scholar
Mayo, A. (2001). The Human Value of the Enterprise. London and Boston: Nicholas Brealey Publishing. Google Scholar
Nelke, A. (2021). Impact of COVID-19 pandemic on corporate employer branding. Technium Social Sciences Journal, 16, 388-393. https://doi.org/10.47577/tssj.v16i1.2436.
Crossref
Google Scholar
Poonam, P.D. (2019). The history and importance of employer branding. International Journal of Management, Technology and Engineering, 9(1), 669-678. Google Scholar
Rosethorn, H. (2009). The Employer Brand. Keeping Faith with the Deal. Farnham and Burlington: Gower Publishing Limited. Google Scholar
Samson, H., & Rathee, S.H. (2017). Social Media as an Emerging Tool for Employer Branding. SSRG International Journal of Economics and Management Studies. Special Issue, 1-5. Google Scholar
Sartain, I., & Schumann, M. (2006). Brand from the Inside. Eight Essentials to Emotionally Connect Your Employees to Your Business. San Francisco: Jossey-Bass. Google Scholar
Spitzmüller, M., Huntington, R., Wyatt, W., & Crozier, A. (2002). Building a Company Brand to Attract Talent. Workspan, 45, 27-30. Google Scholar
Stachowska, S. (2020). Nowoczesne koncepcje w zarządzaniu kapitałem ludzkim organizacji. Od zaangażowania pracowników do marki pracodawcy. Część 2. Społeczna odpowiedzialność. Zarządzanie wiedzą. Employer branding. Olsztyn: Instytut Badań Gospodarczych. https://doi.org/10.24136/eep.mon.2020.8.
Crossref
Google Scholar
Wojtaszczyk, K. (2012). Employer branding czyli zarządzanie marką pracodawcy. Uwarunkowania, procesy, pomiar. Łódź: Wyd. Uniwersytetu Łódzkiego. Google Scholar
Faculty of Economic Sciences, University of Warmia and Mazury in Olsztyn
https://orcid.org/0000-0003-0302-887X
Faculty of Economic Sciences, University of Warmia and Mazury in Olsztyn
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
An Author declares that his paper has not been published before (under the same or another title, or is a part of another publication) and does not infringe copyrights of other persons**. At the same time, the Author transfers to the Publisher the exclusive right to publish and to circulate this work in print in the form of a non-serial journal publication and in a form of an electronic publication.
The journal is available on Creative Common license CC-BY-NC-ND
