Perception of the University as an Employer Among Young Potential Employees

Open access

Summary

The article is theoretical-empirical in its character. The problems of external image of university as an employer were presented. In the theoretical part the different approaches to image and its determinants were analysed. There is the lack of researches related to image aspects of university activities, including aspects connected with its external image. The empirical part of this article is based on the results of the field researches. The way of perceiving of university as an employer by segment of young potential employees was identified and analysed. 4 research hypotheses were verified. They were formulated in the relation to connotations with university as the place of work. It was mainly consociated with possibilities of development and self-realization. Connotations with high salary, feelings of stabilization and high social prestige were weaker. In this way only one hypothesis (H4) was confirmed. It is very important prompt for universities to improve their image activities.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • 1. App S. Merk J. et al. (2012). Employer branding: Sustainable HRM as a competitive advan.tage in the market for high-quality employees. Management Revue 23 (3) pp. 62-278.

  • 2. Backhaus K. Tikoo S. (2004). Conceptualizing and researching employer branding. Career Development International 9 (5) pp. 501-517.

  • 3. Barrow S. Mosley R. (2006). The employer brand: Bringing the best of brand management to people at work. Chichester: John Wiley & Sons.

  • 4. Baruk A. (2006). Marketing personalny jako instrument kreowania wizerunku firmy. Warszawa: Difin.

  • 5. Berthon P. Ewing M. et al. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising 24 (2) pp. 151-172.

  • 6. Bodak A. Gableta M. (2015). Oczekiwania pracowników związane z bezpiecznym funkcjonowaniem w środowisku pracy. Zeszyty Naukowe Politechniki Śląskiej z. 83 s. 45-54.

  • 7. Collins C.J. Han J. (2004). Exploring applicant pool and quality: The effects of early recruitment practices strategies corporate advertising and firm reputation. Personnel Psychology 57 pp. 685-717.

  • 8. Employee Job Satisfaction and Engagement 2015. The Society for Human Resource Management (SHRM) https://www.shrm.org/Research/SurveyFindings/Documents/2015-Job-Satisfaction-and-Engagement-Report.pdf (21.06.2016).

  • 9. Franca V. Pahor M. (2012). The strength of the employer brand: Influences and implications for recruiting. Journal of Marketing & Management 3 (1) pp. 78-122.

  • 10. Gilbreath B. Karimi L. (2012). Supervisor behavior and employee presenteeism. International Journal of Leadership Studies 7 (1) pp. 114-131.

  • 11. Gould A.M. (2010). Working at McDonalds: Some redeeming features of McJobs. Work Employment and Society 24 (4) pp. 780-802.

  • 12. Hajec M. (2016). Czy zarobki decydują o zadowoleniu z pracy? http://wynagrodzenia.pl/artykul/czy-zarobki-decyduja-o-zadowoleniu-z-pracy (22.06.2016).

  • 13. 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 3 (1) pp. 407-440.

  • 14. Miles S.J. Mangold W.G. (2005). Positioning southwest airlines through employee branding. Business Horizons 48 pp. 535-545.

  • 15. Minton-Eversole T. (2009). Quality measurement: Key to best-in-class talent acquisition. HR Magazine December pp. 64-66.

  • 16. Russell J. (2009). Web 2.0 technology: How is it impacting your employer brand?. Nursing Economics 27 (5) pp. 335-336.

  • 17. Smissen S. van der Schalk R. Freese C. (2013). Organizational change and the psychological contract: How change influences the perceived fulfillment of obligations. Journal of Organizational Change Management 26 (6) pp. 1071-1090.

  • 18. Trends in Global Employee Engagement - 2016 Report by Aon Hewitt http://www.modernsurvey.com/wp-content/uploads/2016/05/2016-Trends-in-Global-Employee-Engagement.pdf (27.06.2016).

  • 19. Wilden R. Gudergan S. et al. (2010). Employer branding: Strategic implications for staff recruitment. Journal of Marketing Management 26 (1-2) pp. 56-73.

Search
Journal information
Metrics
All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 90 26 1
PDF Downloads 50 21 0