Applying the principles of sustainable development is an element of building the image of an organisation as an employer. The opinions of young people commencing their professional career in this regard may prove important for companies. The aim of this article is to identify a dependence between generation Z’s opinions on employer branding measures based on sustainable development taken by companies and the respondents’ gender. The article presents the results of primary research conducted on a sample of 291 students of higher education institutions in Poland. The methods include questionnaire surveys and statistical data processing. The results of the research suggest that sustainable development measures undertaken by employers increase the candidates’ motivation to apply for a job in the organisation. The analysis demonstrated that generation Z’s opinions on sustainable development activities carried out by employers and on the significance of employer branding are dependent on the respondents’ gender. The main conclusion is that women are more ecologically oriented than men, and following a sustainable development strategy is more important for them. Companies building employer branding should consider the adoption of various factors identified in the article, such as the Employee Value Proposition (EVP), especially when their workforce is gender-diverse.
Smart sustainable cities represent a great challenge for the modern world. Generation Z (Gen Z), whose representatives are now entering adult life, will play a key role in the implementation of this concept. The purpose of this study is to investigate the nature of the relationship between the evaluation of smart mobility’s importance for a smart city and the attitudes and behaviours of Generation Z members in the context of sustainability, use of ICT, and their declarative and actual participation in smart-city activities. The diagnostic survey method was used to achieve the research objective. The authors designed the questionnaire based on a literature analysis. The research sample consisted of 484 representatives of Generation Z—students of universities located in a smart city, Lublin (Poland). The collected data was statistically analysed using the following methods and statistical tests: Cronbach’s alpha, Pearson’s chi-square test for independence, symmetric measures: Cramer’s V, and the contingency coefficient. The analysis of the obtained research results confirms that the conscious approach of Generation Z to sustainability has a significant and positive impact on their evaluation of actions taken in the field of smart mobility for a smart city. A similar relationship was confirmed with regard to the relationship between ICT use and smart-mobility evaluation. The significant and positive impact of young people’s participation in smart cities on their evaluation of smart-mobility solutions’ importance was not fully and unequivocally confirmed. In conclusion, the Generation Z representatives’ awareness of the importance of sustainability and caring for the natural environment was confirmed by their desire to be pro-ecological in the areas of smart mobility studied in the paper. Moreover, young people who constantly use the latest technologies see their huge potential for the development of smart mobility in cities. However, despite the growing expectations of citizens’ active attitudes and their increasing participation in smart-mobility development, it seems that the representatives of Generation Z are not really interested in it. Their declarations of willingness to join various opinion-forming and decision making processes do not actually transform them into active co-creators of smart-mobility solutions. Changing this approach can be an educational, organisational and technological challenge for smart-city authorities. The obtained research results could be used as guidelines for facilitating the search for innovative solutions in the area of smart mobility, improving the quality of life of smart-city residents based on the principle of sustainable development.
The main purpose of this article is to evaluate the current state of network communication channels in an organization and to propose recommendations for their development as a part of external em-ployer’s brand-building strategy by an example of selected Polish enterprises. This paper reviews the social network tools used thus far by the 100 Largest Polish Private Companies listed in 2017 Forbes Magazine report. The analysis involves not only their Internet presence and the way these enterprises are presented but also the level of interactivity of their activities in selected social media (e.g. Face-book, YouTube, LinkedIn, Twitter). The results show that most of the companies examined have not adopted a systematic approach to the employer branding practices they use. Therefore, a conclusion might be drawn that, although these enterprises are present in the social media networks, and they use various external communication channels in order to reach their stakeholders, they still fail to adopt a strategic orientation in developing their activities.
This article concerns employer branding strategies implemented by the selected Polish companies. The main purpose of this paper is to present the current state of network tools utilization among the largest Polish private firms listed in 2017 by the Forbes Magazine. The media taken into consideration included the company’s website career page and the firm’s presence on the job related network sites such as: LinkedIn, GoldenLine, GoWork.pl and Pracuj.pl. The research described in this paper was based on a case study method. The results show that the company’s website and the social network sites are effective tools for building a firm’s profile as a part of employer branding strategies. However, with such a wide choice of the job related services available, a company must choose the services that allow the company to address the right target audience for active and passive job seekers.
Purpose: At present, one of the most important challenges faced by employers is to find, employ and retain talents. Attracting the best interns can be the way of creating the company’s brand as an attractive employer for Generation Z. The management of an internship programme with good preparation can strengthen the employer’s brand from the close supervision of engaged mentors and managers. The aim of the research is to identify the impact of the assessment of the internships carried out by students on their perception of the employer brand. Design/methodology/approach: The survey has been conducted in Poland in the period 2019- 2021 among 789 full-time students in different fields of study. The paper presents a quantitative analysis of the obtained data in the cross-section of the respondent's study level (bachelor’s and master’s). The theoretical part of the article explained the essence of employer branding in a contemporary organisation and the meaning of internships as an employer branding tool for Generation Z. Findings: The answers of respondents reveal that the overall assessment of the internship affects their willingness to work at the given company and to recommend the company to others. The experiences gained during the internship, mentors involvement, and the way the internships are prepared and carried out by the company, have an impact on the assessment of the employer brand and influence the decision of Generation Z to participate in recruitment processes in this company as well as the selection of this employer as the future workplace. Research limitations/implications: The size of the surveyed group does not allow for the formulation of general conclusions. However, the obtained results may be the basis for further in-depth studies on the problem. Similar research could be conducted to establish the opinion of employers and university representatives with a broader consideration of other variables. Practical implications: The conclusions of the study will deliver the enterprises valuable information about the importance of internships for the acquisition and retention of future employees from Generation Z, and building the employer brand in the labour market. Originality/value: The obtained results allowed to fill the research gap concerning the perception of the representatives of Generation Z regarding the student internships in the context of the assessment of employer brand.
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