Employer Branding Through Social Media: The Case of Largest Polish Companies

Grzesiuk, Kalina; Wawer, Monika

doi:10.3846/bm.2018.42

Cited by 4 publications

(3 citation statements)

References 25 publications

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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%

“…Currently, one of the major challenges faced by employers is to find, recruit, and retain individuals with the proper skills, experience, and knowledge that meet the company's expectations [112,113]. In addition, companies seek employees with values consistent with those declared by the organisation [114,115]. An important benefit demanded and taken into account by candidates is not only the basic and additional pay but also the company's contribution to the employees' development, the available career paths, and a specific set of values [116].…”

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

confidence: 99%

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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

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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Section: Methodsmentioning

confidence: 99%

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

Self Cite

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“…The values, in turn, are not only an important factor in shaping the organizational culture. They are also one of the criteria taken into account in the recruitment process, both on the part of employees and employers (Grzesiuk, Wawer, 2018).…”

Section: Perspective Of the Entrepreneuremployer And The Founder Of T...mentioning

confidence: 99%

Untitled

2023

SPSUTOM

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Purpose: Paper is an attempt at theoretical and practical answer to the question about the economic preparation of young people for Economy 4.0. Design/methodology/approach: The paper consists of a literature study relating to research findings on multicompetence vs specialization of youth attending secondary schools and a review of own research with young people carried out as part of the project "New Generation in the New Economy" carried out at the Poznań University of Economics and Business in 2021- 2022.Findings: The results confirm high correlations between competencies. Authors calculated also the Competencies Index, as the arithmetic mean from normalized results of all measured competencies. This lead to the recognition of inconstant variabilities of competencies along the Competencies Index results. The variability of competencies levels is much bigger among students with average lower multicompentecies index. Research limitations/implications:The results of the conducted own research seem worth carrying out on subsequent groups of respondents and on a larger population of them. Particular attention should be paid to the research sample -panel studies taking into account cultural differences, age, gender and the type of school attended by the respondents seem particularly interesting in the future. The undertaken research topic is undoubtedly worth exploring and more extensive research. Practical implications: As indicated by literature research, the competences analyzed in the paper are the subject of interest of various stakeholders (including scientists, institutions and organizations responsible for education or the future of the labor market). Originality/value: The novelty of the paper comes from unique research consisting all the most important competencies. This allowed to measure the relations between them, calculate the multicompetencies index and check if inter-competency differentiation is different in the group of people well prepared for Economy 4.0 and in the group of people with worse preparation.

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The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image

Baruk

Wesołowski

2021

Energies

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The aim of this article was to determine the significance of modern marketing communication channels used in the process of shaping the external image of an enterprise as an employer. An analysis of the world literature on marketing, management, marketing communication and human resource management was used to prepare the theoretical part. The results of the analysis indicate a cognitive and research gap regarding the use of modern communication channels for building the external image of an enterprise in the role of an employer. In order to reduce the gap, empirical studies were conducted among young Polish potential employees, in which the survey method was used to gather primary data. The collected data were subjected to statistical analysis, during which the following methods and statistical tests were applied: the analysis of average values, exploratory factor analysis, Kruskal–Wallis test (KW), Pearson chi-square independence test and V-Cramer coefficient analysis. The results of the analyses conducted indicate, inter alia, that statistically significant diversity was identified in the case of non-professional media in terms of respondents’ opinions on whether the employer’s image created by modern media is better than the employer’s image created on the basis of classical marketing communication channels. In the case of professional and non-professional media, the age of the respondents was not a differentiating feature. Moreover, neither for professional media nor for non-professional media were statistically significant dependencies identified between respondents’ opinions on the impact of actions undertaken by enterprises on shaping their positive external image as an employer and respondents’ opinions on whether the employer’s image created on the basis of modern marketing communication channels is more beneficial than the employer’s image created on the basis of classical marketing communication channels. The results obtained on the basis of the research have a cognitive and applicability value, characterized by originality. Until now, the importance of using modern marketing communication channels in shaping the employer’s external image has not been analysed. This also applies to enterprises operating on the energy market.

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Employer Branding Through Social Media: The Case of Largest Polish Companies

Cited by 4 publications

References 25 publications

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

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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The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image

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