Employer Image of the Company from the Perspective of Its Customers

Abstract

Background. The present article investigates the complex and interdisciplinary field of the employer image of the company and provides a new perspective on its determinants-the one of potential and current customers instead of the human resources experts. Research aims. The main research aim is to explore the employer image of the telecommunications companies-its specificity, perception and relations with other sub-images. Methodology. Research objects were the opinions and judgements of the respondents concerning, the general and employer image of the mobile telecommunications companies. Research subject was a group of 896 users of mobile telecommunications services selected with the application of the simple random selection methods. The scientific description and analysis of the primary research results was connected with the application of the one-way analysis of variance, t-Student test, two-step clustering, and some further statistical methods. Key findings. Secondary and primary source analyses resulted in the statement that although the employer image is just one of the sub-images of the organisation it is also a very complex and influential field not only from the point of view of the human capital management, but also from the customers'perspective.

Relationships between Final Purchasers and Offerors in the Context of Their Perception by Final Purchasers

“…The image of an offeror may be viewed in a wide or narrow perspective. In a wide perspective, the overall image of an offeror is considered, whereas in a narrow perspective, the image of an offeror is based on their fulfilment of a particular market role, such as supplier, employer (see, e.g., [30][31][32][33][34][35]) or socially responsible enterprise (mentioned, inter alia, by Shwu-Ing Wu and Hsin-Feng Lin [36]; Mudrack [37]; and Valentine and Fleischman [38]). Each of the partial images formed in a narrow perspective determines the overall image of an offeror.…”