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EMPLOYER BRANDING: QUESTIONS OF DEFINITION AND MODEL

100%
Kantowicz-Gdanska M.
Zarządzanie Zasobami Ludzkimi
|
2009
|
issue 6(71)
55-66
EN
Employer branding is a topic that has been gaining in importance over recent years. However, it has yet to be precisely defined in scientific literature, especially in Polish literature. This article is an effort at explaining the matter of the definition. Two proposed models encompassing the question of shaping the employer's image have also been compared. The expanded content of this article forms a chapter in the book entitled 'Komunikacja spoleczna a wyzwania wspólczesnosci' (Social communication and the challenges of today) as edited by Dr. Dorota Majka-Rostek of the University of Wroclaw, which shall soon appear on bookshelves.
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CREATING EMPLOYER IMAGE THROUGH PERSONNEL POLICY INSTRUMENTS

100%
Cewinska J., Striker M., Wojtaszczyk K.
Zarządzanie Zasobami Ludzkimi
|
2009
|
issue 6(71)
43-53
EN
This article introduces the matter of employer branding. It concentrates on selected aspects of personnel policy (considered a tool in shaping the employer's image): attracting staff, introduction to work, motivation, employee development, communications, and molding working conditions. Employee opinions relating to the personnel policies implemented in the companies where they work - the results of own research - are presented.
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ROLE OF EMPLOYER IMAGE IN THE FUNCTIONING OF CONTEMPORARY ENTERPRISES

63%
Baruk A. I.
Zarządzanie Zasobami Ludzkimi
|
2009
|
issue 6(71)
11-24
EN
This article examines questions related to company image in the enterprise's role as an employer. A definition is presented and discussions center on interpretations by various authors. Note is also taken of varied meanings assigned to such concepts as identity, personality, reputation, and brand. A classification of fragmentary employer images is also presented, where stress is placed on the occurrence of image gaps resulting from a different perception of the employer by various entities. Based on initial empirical research results, a further part of the article discusses the perception by Polish employees of their employers prior to the crisis and during its course. In conclusion, effects of a positive and negative impact of employee perception of the employer are presented, where attention is called to their broad range, which encompasses just about all areas of company operations.
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