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1 2008

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Marki pracodawców w opiniach polskich pracowników

Baruk A. I.

Problemy Jakości

2008

R. 40, nr 5

28-32

In the article the problems of a brand of an employer were presented. The authoress described the essence of a brand in the general meaning. On the base of the general definition of mentioned term she underlined the fact that in marketing a brand was related to products or enterprises as producers (or traders) but not to employers. In the next part of this article three main factors deciding about important role of an employer's brand were described: the level of knowledge about brand, the level of acceptance of brand, the level of loyalty towards brand. Thanks using these factors the types of attitudes of employees to employers can be defined. In practice many employers don't understand relations between their brands, employees' attitudes and the market effects. So in the next part of the paper the employers with the worst brands in the opinions of the Polish employees were listed and as the contrast with them employers with brands perceived in the best way. At the end the main forms of activities in the scope of building an employer's brand and building the complete brand of given enterprise were underlined as the solutions of marketing problems of a contemporary organization.