Perception of the University as an Employer Among Young Potential Employees


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),, (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?, (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,, (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.


Journal + Issues