The article is theoretical and empirical. To prepare the theoretical part, the method of cognitive-critical analysis of world literature in the field of management, personal marketing, etc. was applied. Based on the results of this analysis, it can be concluded that there is a cognitive and research gap relating to research on universities as employers. This applies especially to associations of young potential employees with this group of employers. Therefore, the article aims to achieve the goal, which is to identify associations of young potential employees with the university as a workplace and indicate the changes taking place in them. In order to achieve this goal, three editions of empirical research were conducted, using the survey method to collect primary data. The collected data were subjected to quantitative analysis using statistical analysis methods. Its results indicate that there has been a slight improvement in terms of associations of respondents with the university as a workplace. Still, however, more than half of the respondents did not take into account taking up employment in such institutions. Therefore, it is still not an attractive employer for young Poles, which indicates the need to undertake comprehensive activities related to building a positive image as an employer.
If the inline PDF is not rendering correctly, you can download the PDF file here.
1. Alniaçik E. Alniaçik U. Erat S. Akçin K. (2014). Attracting talented employees to the company: Do we need different employer branding strategies in different cultures? Procedia — Social and Behavioral Sciences Vol. 150 pp. 336–344.
2. Arachchige B. Robertson A. (2011) Business student perceptions of a preferred employer: a study identifying determinants of employer branding. The IUP Journal of Brand Management Vol. 8 No. 3 pp. 25–46.
3. Baruk A. (2016) Perception Of The University As An Employer Among Young Potential Employees. MINIB Vol. 21 Iss. 3 pp. 1–18.
4. Baruk A. Goliszek A. (2017) Outer Image of University in the Role of Employer as the Base of Segmentation of Young Potential Employees. MINIB Vol. 23 Iss. 1 pp. 79–96.
5. Boschman J. Van der Molen H. Frings-Dresen M. Sluiter J. (2014) The impact of common mental disorders on work ability in mentally and physically demanding construction work. International Archives of Occupational and Environmental Health Vol. 87 No. 1 pp. 51–59.
6. Boštjanèiè E. Slana Z. (2018) The Role of Talent Management Comparing Medium-Sized and Large Companies — Major Challenges in Attracting and Retaining Talented Employees. Frontiers in Psychology Vol. 9 1750 pp. 1–10.
7. Cappelli P. Keller J. R. (2014) Talent management: conceptual approaches and practical challenges. Annual Review of Organizational Psychology and Organizational Behavior Vol. 1 pp. 305–331.
8. Chamorro-Premuzic T. Frankiewicz B. (2019). Does Higher Education Still Prepare People for Jobs? Harvard Business Reviewhttps://hbr.org/2019/01/does-higher-education-still-prepare-people-for-jobs (access: 14.04.2019).
9. Chhinzer N. Russo A. M. (2018) An exploration of employer perceptions of graduate student employability. Education + Training Vol. 60 Iss. 1 pp. 104–120.
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 vol. 3 pp. 407–440.
14. Magids S. Zorfas A. Leemon D. (2015) The New Science of Customer Emotions. Harvard Business Reviewhttps://hbr.org/2015/11/the-new-science-of-customer-emotions (access: 25.04.2019).
15. Parry E. Urwin P. (2011) Generational differences in work values: A review of theory and evidence. International Journal of Management Review Vol. 13 pp. 79–96.
16. Reis G. G. Braga B. M. (2016) Employer attractiveness from a generational perspective: Implications for employer branding. Revista de Administraçao Vol. 51 No. 1 pp. 103–116.
17. Sokro E. (2012) Impact of employer branding on employee attraction and retention. European Journal of Business and Management Vol. 4 No. 18 pp. 164–173.
18. Szreder M. (2010) Losowe i nielosowe próby w badaniach statystycznych. Przegląd Statystyczny No. 4 pp. 168–174.
19. Tomlinson M. (2008) The degree is not enough’: students’ perceptions of the role of higher education credentials for graduate work and employability. British Journal of Sociology of Education Vol. 29 No. 1 pp. 49–61.
20. Tóth-Téglás T. Hlédik E. Fónadová L. (2016) An Analysis of Employer Requirements of University Graduates. Acta Polytechnica Hungarica Vol. 13 No. 5 pp. 169–188.
21. Wallace M. Lings I. Cameron R. (2012) Industry branding: attracting talent to weaker profile industries. Asia Pacific Journal of Human Resources Vol. 50 pp. 483–502.