External Employer Branding Tools Used for Attracting Graduates by Energy Companies Listed at Warsaw Stock Exchange

Stuss, Magdalena M.; Herdan, Agnieszka

doi:10.20472/efc.2017.008.013

Cited by 10 publications

(10 citation statements)

References 7 publications

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“…It would mean building relationships with the academic community, co-operating with opinion-leading media, running image-enhancing recruitment projects, etc. (Stuss and Herdan, 2017). Internal employer branding is primarily directed towards existing employees and is focused on developmental programs and building a corporate culture and friendly work environment (Stuss and Herdan, 2017).…”

Section: The Employer Branding Principles In Model Approachmentioning

confidence: 99%

“…To assess the external employer branding activities, we used elements from work by Collins and Han (2004), Sivertzen et al (2013), Carpentier et al (2017), Stuss and Herdan (2017). For the internal branding, we used elements from work by Herman and Gioia (2001), Bayo-Moriones and Ortín-Ángel ( 2003), Devaro and Morita (2009), Javidmehr and Ebrahimpour (2015), Bai et al (2017), Mihalcea (2017) and Idowu (2017).…”

Section: Figure 2 Research Modelmentioning

confidence: 99%

“…Sponsorship activities Collins and Han (2004) .641 Career services offices Collins and Han (2004) .775 Company ambassadors (university alumni or interns) Collins and Han (2004), Stuss and Herdan (2017) .683 The square root AVEs were compared with the appropriate correlation factors. Their higher values indicate a positive test for divergent validity.…”

Section: Employer Branding and Organizational Attractiveness: Current Employees' Perspective 594mentioning

confidence: 99%

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Employer Branding and Organizational Attractiveness: Current Employees’ Perspective

Kalińska-Kula¹,

Staniec²

2021

ERSJ

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Purpose: Drawing on marketing and recruitment theory, we examined the relationships between employer branding and employer attractiveness as seen by currently employed employees. The evidence was sought of which employer branding practices (external or internal) may have the strongest impact on the employer's image perceived by employees. Design/Methodology/Approach: Based on an outline of current conceptualizations of employer branding, the paper discusses the potential of external employer branding activities and internal branding processes in the context of the impact on the employer attractiveness perceived by employees. This paper selects 520 employers from local services firms in Poland. The hypotheses are tested using SEM-AMOS. Findings: Data from 520 employees representing the service companies provided some evidence that more intense external employer branding activities and more intense internal employer branding practices directly affected employer attractiveness, considered in terms of expected benefits. Research limitations/implications:To concentrate on the research objective, the authors only consider the same characteristics in each workers' job environment, neglecting differences in employment conditions, living environment, etc. Practical implications: Our study reveals that internal and external employer branding activities could change employees' perception of an organization's attractiveness. Originality/value: We seek to contribute to the employer branding literature by investigating specific external and internal factors that affect employer image and employer attractiveness. The results support the notion that external employer branding and internal branding practices directly affect employer attractiveness.

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Section: The Employer Branding Principles In Model Approachmentioning

confidence: 99%

Section: Figure 2 Research Modelmentioning

confidence: 99%

Section: Employer Branding and Organizational Attractiveness: Current Employees' Perspective 594mentioning

confidence: 99%

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Employer Branding and Organizational Attractiveness: Current Employees’ Perspective

Kalińska-Kula¹,

Staniec²

2021

ERSJ

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“…The subject of the presented article is external employer branding, which is more often considered in the field of marketing science. While internal employer branding is primarily focused on creating a friendly work atmosphere and a possibility of employees' development inside the organization (Stuss, 2016), external employer branding is directed to the organization's environment: professionals, students, graduates and other stakeholders (Stuss & Herdan, 2017). It is also generally assumed that the employer branding, mainly external, has the same theoretical foundations and tools as the consumer branding and corporate branding (Kantowicz-Gdańska, 2009) and that the most important target group of external employer branding are potential employees of the company (Moroko & Uncles, 2008).…”

Section: The External Employer Brandingmentioning

confidence: 99%

External employer branding of sustainable organizations

Macalik¹,

Sulich

2019

Proceedings of 6th International Scientific Conference Contemporary Issues in Business, Management and Economics Engineering ‘2

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Purpose – the purpose of the article is to examine whether and to what extent selected Polish companies implement so-called “green employer branding” in communication with their external stakeholders. Research methodology – the article consists of the theoretical part, which uses the critical analysis of the scientific literature on both green or sustainable organizations and external employer branding; and the practical part, which uses the case study method and content analysis of companies' websites, job advertisements, and social media. Findings – the main results of the conducted research concern the scope, tools, and methods of creating a green employer brand of Polish enterprises. The conducted case study and content analysis showed that Polish enterprises consciously manage their employer brand, emphasizing the ecological aspects of their business activities. The obtained results complement knowledge in the area of management sciences with detailed conclusions regarding the green employer branding. Research limitations – the conducted analysis is a preliminary examination. Its limitations are primarily related to the methods used for qualitative research, as well as a limited research sample. In the future, such limitations might be overcome by using quantitative research methods and the extension of the research sample. Practical implications – the results of the research constitute a set of good practices in the field of green employer branding. The formulated model can help formulate the strategy of external employer branding. Originality/Value – presented research is very first attempt to describe employer branding actions in the aspect of green management in Poland

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“…It is assumed that corporations will try managing the perceptions and awareness of existing and new human resources. (Stuss and Herdan, 2017).…”

Section: Introductionmentioning

confidence: 99%

Factors influencing the job search and job selection in students of Generation Y in the Czech Republic in the employer branding context

Bejtkovský¹

2018

Management &Amp; Marketing

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The factors influencing job search and job selection are related to employer branding, employer’s position and employer attractiveness on labour market. These factors make employer branding. A conception of employer branding is hot issue not only in scientific research area. The employer branding can be divided into internal and external branding. The main goal of this article was to discover the factors influencing the job search and job selection based on the gender of the respondents and the type of faculty in the employer branding context. The students of Generation Y introduced a research sample of respondents. The primary data was acquired by structured questionnaire targeted at selected students of Generation Y in the Czech Republic. The total number of respondents was 655 students. Two research hypotheses and one research question have been defined. An analysis was realized using statistical software IBM Statistical Package for Social Science (SPSS) Statistics 23 and Microsoft Excel 2013. The verification of the research hypotheses was performed by the statistical method of the Two-sample t-Test for equal means. The research results discovered the findings that the mean perceptions of the factors influencing the job search and job selection: (1) were as the same for females and males, (2) were as the same for Generation Y students of the Faculty of Humanities (FHS) and Faculty of Management and Economics (FaME). Information about potential employers in the employer branding context was also investigated. The most frequent information about potential employers was information about job position and working conditions.

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External Employer Branding Tools Used for Attracting Graduates by Energy Companies Listed at Warsaw Stock Exchange

Abstract: Abstract:As

Cited by 10 publications

References 7 publications

Employer Branding and Organizational Attractiveness: Current Employees’ Perspective

Employer Branding and Organizational Attractiveness: Current Employees’ Perspective

External employer branding of sustainable organizations

Factors influencing the job search and job selection in students of Generation Y in the Czech Republic in the employer branding context

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