Associations with the university as an employer — opinions of women and men representing young potential employees

Open access


The article has theoretical-empirical character. In the theoretical part on the base of the results of cognitivecritical analysis of world literature the meaning of potential employees' connotations with a future employer was presented. The special attention was paid to the key role of these connotations in the case of an university as the employer. Universities should shape their image among young participants of outer labour market on the base of buiding the positive connotations. They can be diversified depending on the demographical features. The fact of lack of researches in this scope was underlined. So there is the cognitive and research gap. In this article the following goals were to be realized: identifying connotations with an university as the future employer among women and men; conducting the comparison of identified connotations etc. 2 research hypotheses were formulated. In the process of gaining mentioned goals and checking the both hypotheses the empirical research were realized. These research covered representatives of young potential employees. To gather the primary data the method of questionnaire survey was applied. Gathered data were analyzed statistically. The method of factor analysis was applied and the Kruskal-Wallis test was used. The results of these analyses showed that connotations of women were different from connotations of men. Statistical significance was identified in the case of positive connotations mainly.

1. Abdi, H., Williams, L.J. (2010). Principal component analysis. Wiley Interdisciplinary Reviews: Computational Statistics, vol. 2, iss. 4, pp. 433-459.

2. Arachchige, B.J.H., Robertson, A. (2011). Business student perceptions of a preferred employer: A study identifying determinants of employer branding. IUP Journal of Brand Management, vol. 8, no. 3, pp. 25-46.

3. Baruk, A., Goliszek, A. (2017). Zewnętrzny wizerunek uczelni w roli pracodawcy a płeć młodych potencjalnych pracowników. Marketing Instytucji Naukowych i Badawczych, vol. 25, iss. 3, p. 79-96.

4. Berthon, P., Ewing, M. (2005). et al., Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, vol. 24, no. 2, pp. 151-172.

5. Bidwell, M.J., Briscoe, F.S. (2010). The Dynamics of Inter Organizational Careers. Organization Science, vol. 21, no. 5, pp. 1034-1053.

6. Caligiuri, P., Colakoglu, S., Cerdin, J.L., Kim, M.S. (2010). Examining cross-cultural and individual differences in predicting employer reputation as a driver of employer attraction. International Journal of Cross Cultural Management, vol. 10, pp. 137-151.

7. Foster, C., Punjaisri, K. (2010). et al., Exploring the relationship between corporate, internal and employer branding. Journal of Product & Brand Management, vol. 19, no. 6, pp. 401-409.

8. Gorman, E.H., Kmec, J.A. (2009). Hierarchical Rank and Women„s Organizational Mobility: Glass Ceilings in Corporate Law Firms. American Journal of Sociology, vol. 114, no. 5, pp. 1428-1474.

9. Gould, A.M. (2010). Working at McDonalds: Some redeeming features of McJobs. Work, Employment and Society, vol. 24, no. 4, pp. 780-802.

10. (viewed on 10.04.2018).

11. (viewed on 10.04.2018).

12. Huffman, M.L., Cohen, P.N., Pearlman, J. (2010). Engendering Change: Organizational Dynamics and Workplace Gender Desegregation. Administrative Science Quarterly, vol. 55, no. 2, pp. 255-277.

13. Kucherov, D., Zavyalova, E. (2012). HRD practices and talent management in the companies with the employer brand. European Journal of Training and Development, vol. 36, no. 1, pp. 86-104.

14. Lievens, F., Slaughter, J.E. (2016). Employer Image and Employer Branding: What We Know and What We Need to Know. Annual Review of Organizational Psychology and Organizational Behavior, vol. 3, pp. 407-440.

15. Miller, L., Ubeda, P. (2012). Are Women More Sensitive to Decision-Making Context? Journal of Economic Behavior & Organization, vol. 83, pp. 98-104.

16. Popoli, P. (2011). Linking CSR strategy and brand image: Different approaches in local and global markets. Marketing Theory, vol. 11, no. 4, pp. 419-433.

17. Robinson, S., Stubberud, H.A. (2011). Gender Differences in Entrepreneurs” Perceived Problems, Profit and Plans. International Journal of Entrepreneurship, vol. 15, pp. 25-44.

18. Schieder, J., Gould, E. (2016). „Women's work” and the gender pay gap. How discrimination, societal norms, and other forces affect women's occupational choices - and their pay? Report of Economic Policy Institute, (viewed on 15.04.2018).

19. Sztemberg-Lewandowska, M. (2008). Analiza czynnikowa w badaniach marketingowych. Wrocław: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu, p. 29.

20. Walesiak, M. (1996). Metody analizy danych marketingowych. Warszawa: PWN, p. 145-150.

21. Wolak-Tuzimek, A. (2016). Benefits of introducing the concept of corporate social responsibility to enterprises. Central European Review of Economics & Finance, vol. 14, no. 4, pp. 5-23.

22. Zelga, K. (2017). The corporate image of an employer as a tool to create the business reputation of the company. World Scientific News, vol. 78, pp. 307-312.

Journal Information


All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 52 52 4
PDF Downloads 37 37 2