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.
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