Employer Branding as a Development Determinant of Retail Chains in Poland (Employer branding jako determinanta rozwoju sieci handlu detalicznego w Polsce)

Anna Dewalska-Opitek () and Katarzyna Biliñska-Reformat ()
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Anna Dewalska-Opitek: Uniwersytet Ekonomiczny w Katowicach, Katedra Badan Rynkowych i Marketingowych
Katarzyna Biliñska-Reformat: Uniwersytet Ekonomiczny w Katowicach, Katedra Badan Rynkowych i Marketingowych

Problemy Zarzadzania, 2016, vol. 14, issue 57, 152-165

Abstract: Building a strong, favourable employer brand of a retail chain may be classified as a key determinant of its development. Trading companies should attract and maintain personnel with specific, desired competences, as well as decrease high staff turnover. Thus, employer branding is a priority for retail chains. Companies have a wide spectrum of tools (also called Employee Value Proposition) which may enable them to create a desired employer brand, taking into account the specificities of the trading sector and personnel structure in a retail chain. The main aims of the paper are: theoretical presentation of employer branding based on Polish and foreign literature studies as well as identification of best employer branding practices introduced by retail chains. Theoretical deliberation has been followed by an empirical verification (based on case study method) of best practices introduced by retail chains in Poland.

Keywords: retail chains; employer branding preferences. (search for similar items in EconPapers)
JEL-codes: D12 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:sgm:pzwzuw:v:14:i:57:y:2016:p:152-165

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