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Employer Branding On The Web: An Empirical Study Of The Selected Polish Companies

Author

Listed:
  • Kalina Grzesiuk

    (Faculty of Social Sciences, John Paul II Catholic University of Lublin)

  • Monika Wawer

    (Faculty of Social Sciences, John Paul II Catholic University of Lublin)

Abstract

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.

Suggested Citation

  • Kalina Grzesiuk & Monika Wawer, 2018. "Employer Branding On The Web: An Empirical Study Of The Selected Polish Companies," CBU International Conference Proceedings, ISE Research Institute, vol. 6(0), pages 162-169, September.
    • Handle: RePEc:aad:iseicj:v:6:y:2018:i:0:p:162-169
    DOI: 10.12955/cbup.v6.1150
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    Citations

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    Cited by:

    1. Magdalena Rzemieniak & Monika Wawer, 2021. "Employer Branding in the Context of the Company’s Sustainable Development Strategy from the Perspective of Gender Diversity of Generation Z," Sustainability, MDPI, vol. 13(2), pages 1-24, January.

    More about this item

    Keywords

    employer brandingcompany’s website; social media; human resources management;
    All these keywords.

    JEL classification:

    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M51 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Firm Employment Decisions; Promotions

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