External employer branding of sustainable organizations

Abstract

Purpose – the purpose of the article is to examine whether and to what extent selected Polish companies implement so-called “green employer branding” in communication with their external stakeholders. Research methodology – the article consists of the theoretical part, which uses the critical analysis of the scientific literature on both green or sustainable organizations and external employer branding; and the practical part, which uses the case study method and content analysis of companies' websites, job advertisements, and social media. Findings – the main results of the conducted research concern the scope, tools, and methods of creating a green employer brand of Polish enterprises. The conducted case study and content analysis showed that Polish enterprises consciously manage their employer brand, emphasizing the ecological aspects of their business activities. The obtained results complement knowledge in the area of management sciences with detailed conclusions regarding the green employer branding. Research limitations – the conducted analysis is a preliminary examination. Its limitations are primarily related to the methods used for qualitative research, as well as a limited research sample. In the future, such limitations might be overcome by using quantitative research methods and the extension of the research sample. Practical implications – the results of the research constitute a set of good practices in the field of green employer branding. The formulated model can help formulate the strategy of external employer branding. Originality/Value – presented research is very first attempt to describe employer branding actions in the aspect of green management in Poland

Decision Towards Green Careers and Sustainable Development

“…Both these groups (employers and employees) make their decision based on group intertwined and mostly subjective criteria. However, they are looking for best and most close part to become their "perfect candidate" or the "ideal employer" respectively [1,13].…”

“…It is a way to create awareness among people in the market about the benefits of getting green [37]. However, the green marketing and based on this image idea is still in the process of development where the evaluation criteria and contributions are not very clear [13,38].…”

Employer Branding as a Contemporary Challenge in the 2020 Workplace; During the Era of Transformational Change

“…New generation entering the labor market "Generation Z" who significantly differ from their predecessors (Kuczerska, 2018). The term "Generation Z" refers to those born from 1995 through 2010 (Macalik and Sulich 2019).…”

“…The vast majority of researchers note that the internet entirely shapes the "Generation Z" world; they do not know life without social media, smartphones, and computers (Macalik and Sulich 2019). Although millennials have been labeled as digital natives, Mihalcea (2017) indicates that in reality, Generation Z has proficiency in digital technologies.…”

“…Numerous studies confirm that "Generation Z" is "we-generation" who are more socially oriented, strongly interested in social problems (Macalik and Sulich 2019), corporate social responsibility and that they engage in worldwide ecological issues like global warming and climate change, alternative energy sources, pollution, recycling trends, etc. (Patel, 2017 andMasdar, 2019).…”