The article is theoretical-empirical in character. For the preparation of the theoretical part the method of cognitive-critical analysis of literature on the subject from the area of marketing and management was used. On the basis of the results of this analysis it is possible to conclude that there is a cognitive and research gap with regard to the identification of the reasons for the lack of interest in the university as an employer. For the purpose of reducing these gaps, five research goals and a hypothesis were formulated. The hypothesis says that gender is a feature differentiating the reasons for the lack of will to start working at a university. For the purpose of achieving these targets and checking the research hypothesis empirical research was conducted. In course of the empirical research the method of questionnaire survey was used to collect primary data. The survey covered the representatives of the group of young, Polish, potential employees. The collected primary data was processed by means of statistical analysis and Kruskal-Willis test. The results of this analysis suggest that the respondents followed mainly negative associations with universities, relying on their own experiences and on external opinions. It turned out that gender was a differentiating feature to a statistically significant extent only in case of one reason, namely, the will to use knowledge acquired during studies in a workplace other than a university.
In the article problems of outer image of university as employer are presented. In the theoretical part the gap of knowledge in this scope is identified. It must be underlined that employer image is analysed relatively more seldom than product image or offeror image. It is presented rather in the case of enterprises not in the case of universities. The lack of publications and researches is especially visible in the relation to the perceiving of university in the role of employer by participants of outer labour market. That’s why in the empirical part of this article prepared on the base of the results of field questionnaire research conducted among young potential employees the connotations with university as employer are identified. Applying the method of factor analysis allows to group these connotations. These groups may be treated as the segments of respondents. There are 6 such segments which are very different. Only 2 of them involve respondents declaring positive opinions about universities in the role of employer. The participants of the others segments have rather or completely bad opinions in this matter. It is especially visible in the case of the first segment. On this base the hypothesis H1 can be rejected but H2 shouldn’t be rejected. Respondents perceive university rather in the negative light. It is very important advice for each university because its negative image in the role of employer influences on its general image.
In the article the chosen aspects related to perceiving the university in the role of employer by young potential employees are presented. This paper has the theoretical-empirical character. In the theoretical part on the results of cognitive-critical analysis of the world literature the necessity to form the employer's image in the case of universities is underlined. This activity becomes more and more important because of the growth of challenges staying before universities. Despite this there is the visible theoretical and research gap in the scope of analysing this group of subjects as the employers. Its reduction should be started from identifying the connotations which potential employees have in the case of universities as the employers. It was one of the main research goals of the article. In the empirical part of the paper the results of primary research conducted among representatives of mentioned segment of market are presented. On the base of the results of factor analysis conducted in the case of women and in the case of men two research hypotheses were verified preliminarily. It can be stated that women perceive universities in the role of employer worse than men.
The article has the theoretical-empirical character. The problems related to the meaning of connotations with an university as an employer among potential employees were presented. In the theoretical part the method of the cognitive-critical analysis of the world literature on image management, marketing and human resources management was applied. On the base of the results of this analysis the key role of the potential employees' connotations with the employer in the process of image creation was underlined. There are not considerations in this scope connected with an university as an employer in the literature. So, one can state that two gaps (cognitive and research) exist. That's why in the article the following aims were to be gained: identifying young potential employees' connotations with an university as an employer, defining the changes of these connotations, grouping identified connotations etc. To prepare the empirical part the method of questionnaire research (to gather primary data) and the methods of quantitative analysis (including average rating analysis and comparative analysis) were applied. The results showed that respondents' connotations with an university as an employer were worst in 2018 in the comparison to 2016 year. It's reflected in the growth of values of five average ratings in the case of negative connotations as well as in the decrease of values of some average ratings in the case of positive ones.