Employer brand personality: the scale and results of measurement

• Autorzy: Fajczak-Kowalska Anita , Wojtaszczyk Katarzyna

Identyfikatory

DOI

10.29119/1641-3466.2024.195.5

• Języki publikacji: EN

Abstrakty

EN

Purpose: The aim of the article is to demonstrate the employer brand personality scale (previously validated under Polish conditions) and to estimate (using this scale) whether the employer brand personalities can be considered expressive. Design/methodology/approach: The literature review and survey were used. Research was carried out among 576 people. The paper fits into the topic of employer brand personality that has been investigated for years. Findings: It was established that the Polish-language employer brand personality scale is a two-dimensional construct. Using a validated employer brand personality scale, it was also learnt that although employers can be ‘rather’ characterised as solid, it is difficult to determine whether they are stylish. Therefore, the study showed that the employer brand personalities (of the organisations represented by the respondents) are difficult to categorise as strong or expressive. Research limitations/implications: The study does not meet the condition of statistical representativeness. Limitations are also related to the research technique and measurement scales used. Future research may focus on the relationship between employer brand and human personality. The impact of employer brand personality on employee loyalty is also worth analysing. Practical implications: The developed employer brand personality construct (in Polish) can be used in practice. We encourage employers to measure employer brand personality. This is important because the strong employer brand personality can help the organisation to become an employer of choice, that is, an employer that has no problems with attracting and retaining talented employees. Originality/value: Research conducted is pioneering in Poland. Until now, no work has been done in Poland to design and validate the employer brand personality scale; no one identified the employer brand personality on the basis of a previously validated (culturally adapted) scale either. The recommendations contained in the paper can be an inspiration for researchers and managers who are interested in investigating and strengthening the employer brand personality.

Słowa kluczowe

EN

employer brand personality; dimensions; facets; measurement

PL

osobowość marki pracodawcy; wymiary; aspekt; pomiar

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2024
• Tom: z. 195
• Strony: 87--105
• Opis fizyczny: Bibliogr. 61 poz.

Twórcy

autor

Fajczak-Kowalska Anita

• Lodz University of Technology

• https://orcid.org/0000-0002-5347-9735

autor

Wojtaszczyk Katarzyna

• University of Lodz

• https://orcid.org/0000-0001-5120-735X

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