Employer Branding on the Web: An Empirical Study of the Selected Polish Companies

Grzesiuk, Kalina; Wawer, Monika

doi:10.12955/cbup.v6.1150

Cited by 3 publications

(4 citation statements)

References 13 publications

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“…Employer branding has been researched in Polish literature for the last few years, analyzing different perspectives on its implications regarding recruitment, as well as the perspective of different types of organizations, for example medical (Buchelt et al, 2021), energy (Stuss, Herdan, 2018) or retails (Bilińska-Reformat, Stańczyk, 2018). Polish researchers have also analyzed communication channels (Grzesiuk, Wawer, 2018) and content (Łazorko, 2019;Sulich, 2021). There is also a survey conducted annually by the HRM Institute regarding the state of employer branding in Poland.…”

Section: Discussionmentioning

confidence: 99%

Untitled

2023

SPSUTOM

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The aim of the article is to identify the hierarchy of benefits perceived by final purchasers which offerors achieve by taking joint actions and to determine the importance of the offeror's country of origin as a variable differentiating purchasers' opinions. Design/methodology/approach: The results of the cognitive-critical analysis of the world's literature on the subject indicate that there is a cognitive gap and a research gap with regard to the benefits that offerors achieve through cooperation with final purchasers in the context of their preferences regarding the offeror's country of origin. Striving to fill the gaps identified, six research hypotheses were formulated, which were subjected to empirical versification. For this purpose, surveys were conducted among representatives of Polish adult final purchasers. The data was subjected to statistical analysis using, e.g. the method of exploratory factor analysis, the chi2 test and the Kruskal-Wallis test. Findings: Among other things, it was discovered that for the majority of respondents, the country of origin does not matter when it comes to their readiness to undertake joint actions. This variable turned out to differentiate the responses in the case of five out of thirteen benefits analysed. Homogenous groups of respondents showing similar preferences towards the offeror's country of origin and the willingness to cooperate were distinguished. Originality/value: The conclusions drawn on the basis of the research have significant cognitive and application value. They enrich the theory of marketing and purchaser behaviour, providing valuable tips for managers. The implementation of these recommendations may facilitate the development of long-term mutually beneficial relationships with final purchasers in a way that meets their expectations related to cooperation with domestic and foreign offerors.

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Section: Discussionmentioning

confidence: 99%

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2023

SPSUTOM

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“…The questionnaire used in the survey was designed by the authors on the basis of previous empirical studies carried out by them [108,111,115,126,127] and the literature review mentioned above. The article by M. Felonneau and M. Becker constituted an important point of reference, as it described the results of a study on pro-environmental attitudes and behaviour in the gender context [78].…”

Section: Methodsmentioning

confidence: 99%

“…Such companies have lower staff turnover and absenteeism rates and at the same time, a more committed and satisfied team of employees, which often translates to the company's better financial results and higher competitiveness [110]. Attracting the best candidates successfully can be achieved by creating the company's image as an attractive employer and combines the right personnel strategy and a strategy for the company's communication with its environment [111].…”

Section: The Essence and Significance Of Employer Branding In A Contemporary Organisationmentioning

confidence: 99%

Employer Branding in the Context of the Company’s Sustainable Development Strategy from the Perspective of Gender Diversity of Generation Z

Rzemieniak

Wawer

2021

Sustainability

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Applying the principles of sustainable development is an element of building the image of an organisation as an employer. The opinions of young people commencing their professional career in this regard may prove important for companies. The aim of this article is to identify a dependence between generation Z’s opinions on employer branding measures based on sustainable development taken by companies and the respondents’ gender. The article presents the results of primary research conducted on a sample of 291 students of higher education institutions in Poland. The methods include questionnaire surveys and statistical data processing. The results of the research suggest that sustainable development measures undertaken by employers increase the candidates’ motivation to apply for a job in the organisation. The analysis demonstrated that generation Z’s opinions on sustainable development activities carried out by employers and on the significance of employer branding are dependent on the respondents’ gender. The main conclusion is that women are more ecologically oriented than men, and following a sustainable development strategy is more important for them. Companies building employer branding should consider the adoption of various factors identified in the article, such as the Employee Value Proposition (EVP), especially when their workforce is gender-diverse.

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“…The brand of the company as an employer is understood as the company's image formed in the awareness of its current and future employees based on their personal experience or information that has reached the potential members of the organization, the source of which are both people who create the organization as well as all types of mass media. This definition emphasizes the importance of the opinions and experiences of different people who refer to many sources of data currently coming primarily from the Internet in the process of creating the organization's image (Grzesiuk and Wawer, 2018). Attracting the best candidates successfully can be achieved by creating the company's image as an attractive employer and combining the right personnel strategy and a strategy for the company's communication with its environment.…”

Section: Employer Branding In a Contemporary Organisationmentioning

confidence: 99%

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2022

SPSUTOM

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The paper provides a theoretical foundation of entrepreneurial ecosystems with strong focus on start-up ecosystem. The empirical purpose of the study is to identify the key actors, institutions and organisations which can provide a nurturing environment and services for the creation of the start-up ecosystem of the city of Poznań with regard to business-sciencegovernment collaboration. Design/methodology/approach: The research applies the method of in-depth semi-structured direct interview with experts in the field of support services to potential founders and start-ups with academic origin, the case study method, participatory observation, and reflection. The explorative qualitative study uses both descriptive and explanatory techniques. Findings: The research findings provide insight in the real nature of the local start-up ecosystem presenting its key stakeholders, the scope of their support and ways of creating a conducive environment for potential founders and start-ups. The research results highlight the importance of studying the interdependencies among key actors in the start-up ecosystem in order to provide them with necessary resources and to stimulate the synergy effect. Research limitations/implications: Research limitations resulting from the analysis of a purposefully-selected case of the start-up ecosystem do not allow formulating general conclusions. Nevertheless, it illustrates a real business practice and challenges of the development of the specific entrepreneurial ecosystem. Future research line will concern an in-depth analysis of the most critical obstacles in the process of start-up creation as well as the assessment of the interdependencies among the key stakeholders of the start-up ecosystem to look for more effective cooperation. Practical implications: The synthesis of the current reflections on entrepreneurial ecosystems and the research findings reflected here can benefit both employees of business incubators, researchers, and entrepreneurship teachers and become an inspiration for further analysis and extended research on problems associated with increasing the efficiency and sustainability of local start-up ecosystems and the need to build valuable relationships with key stakeholders. Originality/value: The originality of the conducted exploratory research lies in presenting the real business practice and challenges of the development of the specific entrepreneurial ecosystem, and thus contribute to the discussion on the dilemmas associated with conducting the more effective practice-oriented research on start-up ecosystems.

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Employer Branding on the Web: An Empirical Study of the Selected Polish Companies

Cited by 3 publications

References 13 publications

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Employer Branding in the Context of the Company’s Sustainable Development Strategy from the Perspective of Gender Diversity of Generation Z

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