Wyniki wyszukiwania - BazTech

1

Importance of management participation in employer branding for Generation Z

Borowska Magdalena, Golej Robert

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2025

|

z. 226

45--54

EN

Purpose: To determine whether Generation Z people expect to participate in various forms of participation in corporate decision-making. Design/methodology/approach: The survey was conducted on a sample of 256 people in 2024. The sample includes people born after 1996 (234) of whom 128 are working and 106 are not working. The number of respondents born before 1996 is 22 of whom 18 are working. The survey was built on YES/NO (1/0) responses. In addition to the label, the survey asked 2 series of 23 questions each. The first concerned a positive perspective of employees' expectations of the work environment. The respondent was asked to indicate the five most important perspectives on the provision of work for them. The second was about the negative perspective of employees' expectations. Findings: The results on the empowerment item indicate that the concept is not known and interpreted rather intuitively. Statistical analysis of r-Pearson correlations showed a correlation between year of birth and the ability to participate in decision-making processes and influence on work time organization as factors important to Generation Z. Research limitations/implications: The research sample is not representative (large imbalance between representatives of generation Z and those born before 1996). The conclusions formulated can only be an indication, not a paradigm. The survey was constructed based on 0/1 responses, which has its interpretive limitations. The cognitive value is limited to people with higher education. Practical implications: The results obtained can provide clues on how to shape the company's image from the perspective of participation in decision-making activities among Generation Z. Originality/value: The article is addressed to researchers dealing with employee expectations, employee value proposition and practitioners shaping: working conditions, EVP, EB and recruiting generation Z employees. The article sheds light on the difference in the importance given to elements of participation in company management by employed and unemployed people with greater or lesser professional experience.

2

Generation Z as a recipient of job offers

Golej Robert, Borowska Magdalena

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2025

|

z. 226

303--315

EN

Purpose: The purpose of the article is to define the areas of EB activity and the formation of employment offers aimed at Generation Z. An additional goal is to identify the dissimilarity of Generation Z's expectations resulting from employment status. Design/methodology/approach: The study used an electronic questionnaire, distributed to a random sample of working and non-working students. The study was conducted on a sample of 234 Generation Z people, of whom 106 were non-working and 128 were working. The study was conducted in 2024. The collected data were subjected to basket analysis, r-Pearson correlation, and mathematical analysis. Findings: The analysis indicates that special attention should be paid to issues of pay, work atmosphere, safe working conditions and equal treatment (fairness) when constructing Employee Value Proposition offers aimed at Zetas. The r-Pearson correlation analysis indicates that the EVP need to include: addition elements relating to the concept of fairness - for nonworking Generation Z respondents and elements of autonomy and a culture of cooperation and helpfulness - for working Zetas. Research limitations/implications: The study is not representative of the entire Gen Z population, but only of those studying, whether they are working or not. The study was conducted on a group of students, among whom those who are working do not have much professional experience, which means that their expectations shaped by the delivery of work are not stabilized. Practical implications: The practical value of the research conducted lies in determining the basis for the formation of EB strategies and the content of job offers in the recruitment process corresponding to the expectations of Generation Z from the perspective of employed and nonemployed people with higher education. Originality/value: The article is addressed to researchers dealing with employee expectations and practitioners shaping working conditions, EB and recruiting generation Z employees. The value of the article is to identify the importance of factors shaping working conditions (including their most expected set) for generation Z for people working and not working.

3

Employer branding in building employee relations

Posadzińska Iwona, Misiak Barbara

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2025

|

z. 220

149--162

EN

Purpose: The aim of the article is to determine the importance of employer branding in building external and internal relationships with employees and candidates. The article indicates the components, tools, and benefits of a strong employer brand. Design/methodology/approach: The research involved a study of specialized literature on employer branding, dedicated to the development of the concept as well as its theoretical and practical aspects. A total of 45 publications, including monographs and scientific articles, were used. Findings: The article emphasizes the importance of various areas in shaping a strong employer brand and identifies tools used in employee relations, which contribute to achieving economic and social benefits. It also affects attracting and developing talent, thus shaping the organization's current and future competitive ability. Research limitations/implications: Undoubtedly, it is worth continuing research on companies and employees in the future, verifying the importance of individual tools and their practical application. Employer brand identification can be conducted by industry, taking into account the specific conditions of the labor market. Practical implications: Effective employer brand management can bring tangible benefits to companies and other organizations, not only by improving their position in the labor market but also by enhancing their competitiveness through the acquisition and development of top candidates. This is particularly important in growth industries that require educated employees whose competencies are sought-after. Social implications: The theory and practice of employer branding relate to the management of organizations and shaping the attitudes of employees and candidates seeking employment. These areas undergo constant changes that require continuous recognition. Originality/value: The results of the analysis have both cognitive and utilitarian value, especially in the context of developing and implementing a strategy for building a strong employer brand.

4

Strategic Solutions for Enhancing the Effectiveness of Managerial Talent Attraction in Enterprises under the Vietnam National Coal and Mineral Industries Group, 2025-2030

Nguyen Duc Thang, Pham Kien Trung, Nguyen Thi Huong, Le Van Chien

Inżynieria Mineralna

|

2025

|

Vol. 1, no. 2

625--639

EN

This study aims to evaluate the challenges and propose strategic solutions to enhance the effectiveness of managerial talent attraction in enterprises under the Vietnam National Coal and Mineral Industries Group (Vinacomin) during the 2025-2030 period. In the context of the Industrial Revolution 4.0 and Vietnam's commitment to achieving net-zero emissions by 2050, the coal industry is facing pressures to modernize and transition to sustainable development. This process requires a high-quality management team to drive digital transformation and comply with environmental standards. However, enterprises under the Vietnam National Coal - Mineral Industries Holding Corporation Limited (Vinacomin) are encountering difficulties in attracting young talented management workers due to factors such as unfavorable working conditions, limited advancement opportunities, non-competitive compensation policies, and an unappealing enterprise image in the public eye. The study utilizes survey data (421 respondents) and interviews (65 respondents) from 24 coal industry enterprises. Based on the survey results, the research team analyzed the issues and proposed solutions: Building employer branding through social media; Strengthening collaborations with universities to expand human resources; Improving the Employee Value Proposition (EVP) with clear advancement paths. The research findings will contribute to attracting and retaining management personnel in Vietnam's coal industry.

5

The image of a public organisation as an attractive employer – the example of the polish armed forces

Kurek Dorota, Piotrowska-Trybull Marzena, Orliński Marian

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2024

|

z. 195

357--379

EN

Purpose: The main objective of the research conducted was to evaluate the image of the military as an employer in Poland. Design/methodology/approach: The authors have identified shortcomings in the research results pertaining to the image of public organisations as employers. They have particularly noted the inadequacy of reports on the quality of the armed forces' image as an employer. In light of these observations, the authors have conducted a new research study to explore this issue in greater depth. With the use of the CATI and CAWI techniques, it was possible to identify the co-occurrence of psychological, economic and functional benefits resulting from possible entry into professional service, as well as to indicate the level of trust towards the military. Findings: The survey revealed that the military enjoys a generally positive image in Poland and a positive image as an employer. This translates into considering the military as an attractive employer and a trustworthy institution. From a social perspective, the attractiveness of the military is fuelled primarily by the military's vital role in the state in terms of maintaining the security of citizens, the certainty of employment and the attractiveness of the pension system. The possibility of early retirement is especially appreciated by those who perceive the situation in the local labour market as difficult. Research limitations/implications: The research was conducted among Pols, what means that only external image of the army as an employer was analysed. In the future studies it is worth to conduct research among employees, what gives an opportunity to compare those two perceptions (internal and external). Practical implications: Revealing the results of the research connected with the image of a public employer – the image of the army, gives a possibility to plan and organize activities toward shaping the better image of the army, implement changes in the employer branding process, as well as understanding the opinion of the generations on the labor market. Originality/value: The paper reveals the image of the army as an employer in the public opinion of Poles.

6

Dimensions of attractiveness of the Polish army as an employer

Kurek Dorota

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

|

z. 201

181--194

EN

Purpose: The main objective of the conducted research was to identify the dimensions of attractiveness of the Polish Army as an employer in the opinion of candidates for military service. Design/methodology/approach: The author of this article, noticing a gap in research results regarding the dimensions of attractiveness of the Polish Army as an employer, undertook a study to identify the dimensions (theoretical model) and empirically verify the model in one of the four target groups of employer branding in the Polish Army. The research using the diagnostic survey method (paper questionnaire) was conducted in November and December 2023 on a sample of 410 candidates for military service. Findings: The study shows that all twelve dimensions of military attractiveness are important in the assessment of candidates for service, while the revealed statistical relationships between attractiveness factors and the level of attractiveness of the military had different strength of relationship, which suggests the possibility of creating a hierarchy of dimensions. According to the candidates, the most important dimensions of attractiveness of the military include the stabilization dimension, social dimension, financial dimension, working conditions and organization, and cultural-affiliation dimension. Research limitations/implications: The research was conducted among candidates for military service, and therefore one of the four target groups of employer branding in the Polish Army was analyzed. As part of future research, it makes sense to learn the perspectives of the other three target groups, including soldiers, which will translate into the possibility of comparing the opinions of internal and external military stakeholders. Practical Implications: The results of the research can provide a basis for improving promotional activities in the Polish Army by using in image activities the key attributes of the military most associated with the military by candidates for service. The indicated activity should translate into an assessment of the military as an employer that meets needs and expectations by creating favorable conditions for work and professional development. Originality/Value: The article presents the author's dimension breakdown of the Polish Army attractiveness as an employer, which was then verified among candidates for military service.

7

Praca zdalna a dobrostan pracowników : perspektywa branży IT w Polsce

Gross-Gałacka Elwira, Szkudlarek Ewa, Brzegowy Agnieszka, Ligaj Magdalena

Nowoczesne Systemy Zarządzania

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2023

|

T. 18, nr 1

13--27

PL

Głównym celem artykułu jest zidentyfikowanie i zaprezentowanie, jak kształtował się poziom dobrostanu pracowników polskiej branży IT pracujących zdalnie. Opracowanie dostarcza praktycznych implikacji do budowania marki pracodawcy i zarządzania zespołami zdalnymi w postcovidowej rzeczywistości. Przeprowadzone badania skupiają się na branży IT jako niezwykle konkurencyjnej pod względem utrzymania zaangażowania i motywacji pracowników. Badanie ilościowe zostało przeprowadzone we wrześniu 2021 r. na grupie 1889 respondentów - pracowników pracujących zdalnie w siedmiu polskich oddziałach międzynarodowej korporacji, która jest jednym z największych pracodawców w branży IT w Polsce. Chociaż większość przedsiębiorstw z branży IT w Polsce nie wdraża strategii zarządzania dobrostanem pracowników, przeprowadzone badania wskazują, że ogólny poziom dobrostanu pracowników jest wysoki. Niemniej jednak programy związane z zarządzaniem dobrostanem pracowników powinny być opracowywane i na bieżąco wdrażane przez firmy, aby utrzymać wysoki poziom zaangażowania i motywacji pracowników pracujących zdalnie. Autorki doszły do wniosku, że strategie employer branding powinny zostać zrewidowane zgodnie z nową perspektywą uwzględniającą potrzeby pracowników pracujących zdalnie w zakresie dobrostanu: psychicznego, społecznego i fizycznego. Na podstawie analiz przeprowadzonych w niniejszym opracowaniu rekomenduje się organizacjom włączanie kwestii zarządzania dobrostanem pracowników pracujących zdalnie do strategii employer branding, co według menedżerów znacząco wpływa nie tylko na zaangażowanie i motywację zespołów, lecz również na budowanie pozytywnego wizerunku pracodawców.

EN

The main purpose of the article is to examine and analyze the well-being among employees of the Polish IT industryworking remotely. The study provides practical implications for building an employer brand and managing remote teams in the post-covid reality. The conducted research focuses on the IT industry as extremely competitive in terms of keeping employees engaged and motivated. The quantitative study was conducted in September 2021, on a group of 1,889 respondents - employees working remotely in seven Polish branches of an international corporation, which is one of the largest employers in the Polish IT industry. Although the majority of IT companies in Poland do not implement employee well-being management strategies, the conducted research shows that the overall level of employee well-being is high. Nevertheless, programs related to the management of employee well-being should be developed and implemented on an ongoing basis by companies to maintain a high level of engagement and motivation of employees working remotely. The authors carne to the conclusion that employer branding strategies should be revised based on a new perspective, taking into account the needs of employees working remotely in terms of well-being: mental, social and physical. Based on the analyzes carried out in this study, companies are recommended to include the issue of managing the well-being of employees working remotely in their employer branding strategy, which, in the opinion of managers, significantly affects not only the involvement and motivation of teams, but also builds a positive image of employers.

8

Student internships as a tool for assessment of the employer brand

Wawer Monika

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

|

z. 158

663--677

EN

Purpose: At present, one of the most important challenges faced by employers is to find, employ and retain talents. Attracting the best interns can be the way of creating the company’s brand as an attractive employer for Generation Z. The management of an internship programme with good preparation can strengthen the employer’s brand from the close supervision of engaged mentors and managers. The aim of the research is to identify the impact of the assessment of the internships carried out by students on their perception of the employer brand. Design/methodology/approach: The survey has been conducted in Poland in the period 2019-2021 among 789 full-time students in different fields of study. The paper presents a quantitative analysis of the obtained data in the cross-section of the respondent's study level (bachelor’s and master’s). The theoretical part of the article explained the essence of employer branding in a contemporary organisation and the meaning of internships as an employer branding tool for Generation Z. Findings: The answers of respondents reveal that the overall assessment of the internship affects their willingness to work at the given company and to recommend the company to others. The experiences gained during the internship, mentors involvement, and the way the internships are prepared and carried out by the company, have an impact on the assessment of the employer brand and influence the decision of Generation Z to participate in recruitment processes in this company as well as the selection of this employer as the future workplace. Research limitations/implications: The size of the surveyed group does not allow for the formulation of general conclusions. However, the obtained results may be the basis for further in-depth studies on the problem. Similar research could be conducted to establish the opinion of employers and university representatives with a broader consideration of other variables. Practical implications: The conclusions of the study will deliver the enterprises valuable information about the importance of internships for the acquisition and retention of future employees from Generation Z, and building the employer brand in the labour market. Originality/value: The obtained results allowed to fill the research gap concerning the perception of the representatives of Generation Z regarding the student internships in the context of the assessment of employer brand.

9

Employer branding and employees’ commitment in international enterprises

Kacprzak Anna, Kacprzak Marzena, Wielewska Izabela

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2021

|

z. 152

81--93

EN

Purpose: Employer branding is one of the most important indicators of an organization’s value. Employers use newer and newer tools to build and stimulate employee engagement. Their diversity should now be considered primarily in the context of culture and globalization processes including broadly understood internationalization. Many companies have focused on employee safety and stability. The focus was on trying to identify certain differences and similarities in this area. Design/methodology/approach: Based on the collected statistical data, the authors’ own observations and the subject literature on the research, an attempt was made to check the relationship between Employer Branding and employee commitment in international companies. For this purpose, a pilot study was carried out among 105 IT directors in Spain, France and Sweden. Purposive sampling was applied for the research sample. Findings: The analysis of the results shows that there is a close relationship between the Employer Branding strategy and employee commitment in their work. The research results show both certain similarities and differences in the approach to the discussed issues from the perspective of different countries. Conscious building of the image of the organization as a perfect workplace for current employees and all groups of future stakeholders is the basic principle of every business activity. In order to become an employer of choice, an organization should follow clearly defined principles, trust its employees and satisfy their needs. The research has shown that a decrease in employee commitment in work does not always have a negative impact on the image of the employer, and the SOP strategy used has a positive effect on both the company’s image and employee engagement. An alarming fact from the cited studies is the mutual lack of trust between owners and managers of individual enterprises and employees. Low employee commitment rates in individual countries may result from an incorrectly designed incentive system. Practical implications: Knowledge and tools on building employee engagement in international IT companies can be used in other sectors of the economy, which will have a positive impact on the moulding of the relationship capital with stakeholders. Social implications: As part of the SOP strategy, the following aspects are implemented: economic, social, environmental and ethical. The implementation of all these aspects positively shapes the company’s relations with its stakeholders, which is presented in the company’s social reports. Originality/value: The results of the research enrich knowledge about the relationship between Employer Branding and employee involvement in international companies.

10

Factors Affecting Strategic Types of Organizational Culture: Evidence from Organizations and Managers Operating in the Czech Republic

Urbancová Hana, Depoo Lucie

Management and Production Engineering Review

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2021

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Vol. 12, No. 1

48--59

EN

As the corporate culture and re/setting of employer – employee relations is crucial due to changes in workplace due to impact of COVID-19, this article aims to identify types of organizational culture, and to find impact on the implementation of HR activities and employer branding, including classification of organizations by their defined strategies. A model of organizational culture, including its systematic relationships, is proposed and tested using a sample of 402 organizations across sectors operating in the Czech Republic as a characteristic economy in Central Eastern European region. This model includes different dimensions of internal brand management and manifestations of organizational culture. Data are analyzed using bivariate and multivariate statistics. Identification of a suitable type of organizational culture leads towards successful employer branding and work engagement; brand identification and communication directly raise positive perception of organizational culture. Three major areas of use of organizational culture and branding have been identified: re-setting of personnel processes depending on the change of organization’s size, on the decline in labor productivity and on organizational mergers, changes in scope of business and in market position. The results suggest that orientation on employee engagement is a better predictor of (positive) organizational culture than increase in productivity. Furthermore, the results explain supportive roles of organizational culture towards customers and employees. The results extend theory by empirical analysis of organizational culture and internal brand management from the employers’ perspective.

11

Relationship between Employer Branding and Corporate Social Responsibility

Tomar Jyoti, Agarwal Shivani, Chaturvedi K. R.

Annals of Computer Science and Information Systems

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2020

|

Vol. 24

123--127

EN

Employer branding defines an employer's reputation as a potential employer, an employee's value proposition, as opposed to a general brand name and value proposition for consumers. Employer branding is an effective tool for the purpose of creating competitive advantage. It facilitates the treatment of employees as internal clients and also presents the image of the organization as a desirable place to work. Thus, attract the most talented workforce. In recent times, corporate social responsibility (CSR) has developed into a vital part of business. Companies must integrate public obligations towards internal as well as external stakeholders in their operations. For any organization, human resource is the most important stakeholder group. Thus, employers should focus on improving the employer-employee relationship. This study is conducted to determine the how the social responsibility of the company supports the employer branding in companies and what CSR communication methods are used by the companies to improve employer attractiveness. The research process includes literary analysis and empirical research and is based on content analysis to find out relationship between social commitment and employer branding.

12

Work safety as an element of external employer branding strategy

Łazorko Katarzyna

Zeszyty Naukowe. Quality. Production. Improvement

|

2019

|

No. 2 (11)

16--25

EN

The paper presents the concept of external employer branding. It includes results of study prepared by the author to research to what extend employers in Poland perceive work safety elements as the ones that should be communicated to attract prosper employees. The research was design to analyses contents of web pages dedicated to prospers employees. The largest businesses in Poland were chosen for the research as their budgets are the highest and CSR and EB performance should be of high quality. The research revealed that the aspect of work safety is not as popular issue to encourage employees as expected. Even organisations that employ large number of labourers do not mention the topic of work safety or just treat it briefly in their external employer branding communication.

PL

Artykuł poświęcony został zagadnieniu employer brandingu. Zawarto w nim wyniki badań własnych przeprowadzonych przez autorkę oraz wyniki z różnych raportów i opracowań dotyczących zagadnienia. Celem badań było stwierdzenia na ile największe polskie firmy, zatrudniające pracowników fizycznych, w swoich strategiach zewnętrznego emploer brandingu wykorzystują zagadnienia związane z bezpieczeństwem pracy. Na dobór dużych firm zdecydowano się ze względu na poziom profesjonalizacji ich działań marketingowych, wynikający ze skali działania i budżetów. Analizie poddane zostały zakładki „Kariera” każdej z firm. Analiza informacji pozwoliła stwierdzić, że firmy w niewielkim stopniu komunikują to, iż dbają o bezpieczeństwo swoich pracowników. Zdecydowana większość z nich posiada strony poświęcone CSR i także tam, w niewielu przypadkach informacje dotyczące bezpieczeństwa pracy są zamieszczane.

13

Employer branding – nowoczesne rozwiązanie problemu rotacji pracowników

Spychała Małgorzata, Bartecki Tadeusz, Brzóska Michał

Zeszyty Naukowe Politechniki Poznańskiej. Organizacja i Zarządzanie

|

2019

|

Nr 79

163--179

PL

Niniejszy artykuł ma na celu przedstawienie koncepcji employer brandingu jako nowoczesnego rozwiązania problemu dobrowolnej rotacji pracowników w przedsiębiorstwach. W pierwszej części autorzy omówią problem rotacji pracowników w polskich przedsiębiorstwach – istotę tego zjawiska oraz czynniki na nie wpływające, następnie przedstawione zostaną tradycyjne sposoby zapobiegania rotacji oraz employer branding jako sposób na zatrzymanie pracowników w przedsiębiorstwie. W kolejnej części autorzy zaprezentują wyniki przeprowadzonych badań oraz zaproponują działania employer branding mające zminimalizować rotację pracowników.

EN

The main article aim is to present employer branding as a modern solution to the problem of voluntary employee turnover in enterprises. In the first part, the authors will discuss the problem of employee turnover in Polish enterprises – the essence of this phenomenon and factors affecting them, then traditional methods of rotation prevention and employer branding will be presented as a way to keep employees in the company. In the next part, the authors will present the results of the conducted research and will suggest employer branding activities to minimize staff turnover.

14

Factors affecting the image of hospitals – literature analysis

Wielicka-Gańczarczyk Karolina

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2019

|

z. 136

653--663

EN

In the article, we present the literature research results regarding factors responsible for the image we hold of enterprises such as hospitals in Poland. A major part of such held image is that of the organization as an employer. Hence, in this paper, we identify the factors influencing the perception of hospitals within the labour market. Herein, identification of requirements is the first stage of a three-stage study devoted to image creation.

15

The influence of environmentally friendly actions on the creation of employer branding

Mikołajczewska W., Friedberg A.

Eco-Energetics : technologies, environment, law and economy

|

2018

|

T. 1

73--82

EN

The article is an introduction to the issue of shaping of employer branding (EB). The focus has been put on the concept of corporate social responsibility (CSR) in terms of environmental protection and its possible influence on the image of a company as a good employer. The aim of the article is to present the findings of the research, conducted by the author, concerning the assessment of particular characteristics of a desirable employer, taking into account care for the natural environment.

16

Employer Branding

Klimkiewicz K.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Łódzka

|

2017

|

z. 69

47--59

PL

W dobie zmieniającego się świata coraz większą uwagę przywiązuje się do wizerunku przedsiębiorstwa. To, aby był on postrzegany, jako silny i pozytywny zależy w głównej mierze od tego, jakie działania podejmuje firma. Obecnie nie wystarczy działać i dopasowywać się do rynku. Należy się przede wszystkim wyróżniać i tak budować wizerunek, aby ludzie chcieli pracować w danej firmie, a nie w innej i starali się o to, by to właśnie ich przedsiębiorstwo wybrało. Nie jest łatwo zdobyć najlepszego pracownika, utalentowanego, zaangażowanego i ambitnego. Doprowadzenie do sytuacji, w której pożądani kandydaci idealnie wpisujący się w profil będą starać się o stanowisko w przedsiębiorstwie jest tym, do czego firma powinna dążyć. Doskonałym sposobem na uzyskanie takiego rezultatu jest Employer Branding, czyli budowanie marki pracodawcy. Bardzo ważnym aspektem jest świadomość, że marki pracodawcy nie buduje się przez krótki okres. Jest to działanie zaplanowane i długookresowe, ale stworzone we właściwy sposób może przynieść duże korzyści przedsiębiorstwu i pomóc mu znaleźć się w czołówce najlepszych firm. Celem tego artykułu jest przedstawienie istoty Employer Brandingu i zwrócenie uwagi na korzyści wynikające z jego stosowania w przedsiębiorstwie.

17

Marka pracodawcy, czyli employer branding w praktyce

Smolarek Ł.

Recykling

|

2017

|

nr 3

72--73

PL

George Lucas, reżyser kultowych „Gwiezdnych Wojen”, stworzył swoje dzieło w oparciu o walkę dobra i zła. To filmowe odniesienie nie jest wcale tak odległe od spraw biznesowych.

18

Antecedents to employer branding : a strategic focus on the information technology (IT) sector in India

Nayak S., Suhan

Polish Journal of Management Studies

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2017

|

Vol. 15, No. 2

143--151

EN

There is a paradigm shift in the nature of employee-employer bonding in the present dynamic business context. It is moving from a strong long term relationship to an instable short term association. This change is primarily observed among highly skilled knowledge workers of the information technology industry as they seek the best organizational environment that will suit their needs. In the present operating business environment where organizational growth is an outcome of innovative and technological progressions, human capital has emerged as one of the most valued assets of the organization. Skilled human capital can be a source of competitive advantage to companies and be a significant antecedent to its success. The challenge for the information technology industry is therefore to design a work environment that not only attracts but retains such talented human capital. Hence, it is imperative for the companies to explore the attributes that such skilled talent expect and operationalise them to effective employer branding strategies. This study is an attempt to explore the important attributes that IT specialists aspire in an organization of interest which will be beneficial design employer branding strategies.

PL

W obecnym, dynamicznym kontekście biznesowym obserwuje się zmianę paradygmatu w relacji pracownik-pracodawca. Jest to przejście od silnej relacji długoterminowej do niestabilnego krótkoterminowego powiązania. Zmiana ta jest przede wszystkim obserwowana wśród wysoko wykwalifikowanych pracowników branży IT, szukających najlepszego środowiska organizacyjnego, które będzie odpowiadało ich potrzebom. W obecnym otoczeniu biznesu operacyjnego, gdzie wzrost organizacyjny jest wynikiem postępów innowacyjnych i technologicznych, kapitał ludzki stał się jednym z najbardziej cenionych aktywów organizacji. Wykwalifikowany kapitał ludzki może stanowić dla firm źródło przewagi konkurencyjnej i być znaczącym czynnikiem ich sukcesu. Wyzwaniem dla sektora IT jest więc zaprojektowanie środowiska pracy, które nie tylko przyciąga, ale i zatrzymuje utalentowany kapitał ludzki. W związku z tym konieczne jest, aby przedsiębiorstwa zbadały atrybuty, jakich spodziewa się od nich wykwalifikowany personel i wdrożyły je do skutecznych strategii marki pracodawcy. Niniejsze opracowanie jest próbą zbadania ważnych atrybutów, do których specjaliści branży IT aspirują w organizacji, co będzie korzystne przy projektowaniu strategii marki pracodawcy.

19

Aspekty marketingowe w zarządzaniu zasobami ludzkimi

Bombiak E.

Nowoczesne Systemy Zarządzania

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2017

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T. 12, nr 1

119--128

PL

W gospodarce opartej na wiedzy kapitał ludzki to najcenniejszy zasób będący w dyspozycji organizacji. W tym kontekście wyzwaniem dla pracodawców staje się przyciąganie i zatrzymanie utalentowanych pracowników. Na dzisiejszym, coraz bardziej wymagającym rynku pracy, niezbędna staje się dbałość o dobry wizerunek firmy, co skutkuje rozwojem funkcji marketingowej zarządzania zasobami ludzkimi. Istotną rolę odgrywa tu etap rekrutacji jako jeden z najbardziej widocznych na zewnątrz działań przedsiębiorstwa. Z marketingowego punktu widzenia zarówno oferta zatrudnienia jak i cały proces rekrutacyjny powinny być atrakcyjne, aby zainteresować kandydatów i zachęcić do aktywności. Wymaga to sięgania po nowoczesne, dostosowane do oczekiwań kandydatów formy rekrutacji.

EN

In the knowledge economy human capital is the most precious resource at the disposal of the organization. In this context, the challenge for employers is to attracting and retaining talented employees. In today's increasingly demanding labor market, it becomes necessary to care for the good image of the company, resulting in the development of marketing functions of human resource management. An essential role in the recruitment stage as one of the most visible outside the company's activities. From a marketing point of view of both the offer of employment and the entire recruitment process should be attractive enough to attract candidates and encourage them to be active. This requires recourse to modern, tailored to the expectations of candidates forms of recruitment.

20

Gra „America’s Army” jako narzędzie PR wojska USA

Łęgowski S.

Zeszyty Naukowe Ruchu Studenckiego

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2016

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Nr 1

77--85

PL

W artykule przedstawiono grę America’s Army jako narzędzie PR US Army, które ma na celu poprawę wizerunku Armii oraz zachęcanie młodych ludzi do wstępowania w szeregi wojska. Podobne działania bywają określane w literaturze przedmiotu terminem „employer branding”. Celem poznawczym artykułu jest identyfikacja czynników (elementów), które sprawiają, że gra America’s Army stała się znakomitym narzędziem PR wojska. Pierwsza część artykułu przedstawia rozważania dotyczące definiowania terminu „employer branding” oraz wizerunku. W drugiej części przedstawiono dokładnie grę America’s Army. Ostatnia część artykułu zawiera próbę definiowania pojęcia public relations i wnioski dotyczące gry komputerowej jako narzędzia PR.

EN

This article regards America’s Army game as a PR instrument of the USA Army which purposes are to improve Army image and to encourage young people to join to the Army. Similar activities are specified in the literature as employer branding. The goal of this article is to demonstrate factors which decide about attractiveness of the game and which have made America’s Army a splendid PR instrument of the USA Army. The first part of this text is focused on employer branding and image. The second part of this text shows America’s Army game. The third part contains the term PR and conclusions onthe game as a PR instrument of the USA Army.