EMPLOYER BRANDING AS A MODERN FORM OF BUILDING THE EMPLOYER'S IMAGE - STUDENTS' PERSPECTIVE AS FUTURE EMPLOYEES

Sylwia Stachowska () and Justyna Wontora ()
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Sylwia Stachowska: Faculty of Economic Sciences, University of Warmia and Mazury in Olsztyn
Justyna Wontora: Student at the Faculty of Economic Sciences, University of Warmia and Mazury in Olsztyn

OLSZTYN ECONOMIC JOURNAL, 2021, vol. 16, issue 2, 263-277

Abstract: 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; students (search for similar items in EconPapers)
JEL-codes: M12 M54 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:ole:journl:v:16:y:2021:i:2:p:263-277

DOI: 10.31648/oej.8154

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