IDEAS home Printed from https://ideas.repec.org/a/isp/journl/v17y2023i1p90-97.html
   My bibliography  Save this article

Employer Branding Of Wine Companies In The Czech Republic: Using Social Networks When Recruiting New Employees

Author

Listed:
  • Renata Skýpalová
  • Renata Nováková
  • Martin Šikýř
  • Daniela Šimonková

Abstract

The idea of employer branding has been around for ages, however, in the twentieth century the concept of employer branding has evolved to become a more strategic tool to attract and retain talent. Companies have begun to focus on building a strong employer brand founded on an engaging company culture, a favorable work environment, and socially responsible behavior. Effective employer branding is also very important for wine companies if they want to succeed in today's competitive labor markets and attract and retain the right people. One of the trendy ways to present the employer brand and reach potential job seekers is the use of social networks. The article presents the findings of the research of selected wine companies in the Czech Republic conducted by authors to find out whether and how the wine companies use social networks when attracting potential job seekers. The research was based on an analysis of the use of social networks by selected wine companies and two questionnaire surveys, the first among employees of selected wine companies and the second among potential job seekers in wine companies from among the general public. The findings revealed that newer social networks such as TikTok or Twitter are hardly used by wine companies, on the contrary, classic Facebook and Instagram are still the most popular. The surveyed wine companies have considerable room to improve the promotion of the employer brand through social networks. Wine companies have a significant challenge to improve the promotion of their employer brand through social networks.

Suggested Citation

  • Renata Skýpalová & Renata Nováková & Martin Šikýř & Daniela Šimonková, 2023. "Employer Branding Of Wine Companies In The Czech Republic: Using Social Networks When Recruiting New Employees," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 17(1), pages 90-97.
    • Handle: RePEc:isp:journl:v:17:y:2023:i:1:p:90-97
    as

    Download full text from publisher

    File URL: https://www.scientific-publications.net/get/1000060/1698073475132436.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Dabirian, Amir & Kietzmann, Jan & Diba, Hoda, 2017. "A great place to work!? Understanding crowdsourced employer branding," Business Horizons, Elsevier, vol. 60(2), pages 197-205.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jiří Bejtkovský, 2018. "Promotion as a Variable of HR Marketing in Selected Corporations in the Czech Republic in the Context of Digitization," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(6), pages 1393-1405.
    2. Laura Neumeyer & Anna Gründler & Anna-Luisa Stöber, 2023. "Don’t Worry, Be Happy—Does the CEO’s Personality Mitigate the Negative Effect of Financial Constraints on Employee Satisfaction?," Schmalenbach Journal of Business Research, Springer, vol. 75(1), pages 71-98, March.
    3. Jaya Bhasin & Shahid Mushtaq & Sakshi Gupta, 2019. "Engaging Employees Through Employer Brand: An Empirical Evidence," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 44(4), pages 417-432, November.
    4. Byunghyun Lee & Changjae Lee & Ilyoung Choi & Jaekyeong Kim, 2022. "Analyzing Determinants of Job Satisfaction Based on Two-Factor Theory," Sustainability, MDPI, vol. 14(19), pages 1-19, October.
    5. Agnieszka Izabela Baruk & Grzegorz Wesołowski, 2021. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image," Energies, MDPI, vol. 14(14), pages 1-23, July.
    6. Hung-Yue Suen & Kuo-En Hung & Fan-Hsun Tseng, 2020. "Employer Ratings through Crowdsourcing on Social Media: An Examination of U.S. Fortune 500 Companies," Sustainability, MDPI, vol. 12(16), pages 1-15, August.
    7. Escobar Uribe, Andrés & Palacio Ríos, Marlon Fernando, 2024. "The “great place to work” certification as an employer branding promotional startegy in the recruitment of colombian sme ́s," Revista Tendencias, Universidad de Narino, vol. 25(1), pages 166-190, January.
    8. Michael Kozak, 2018. "Conceptualizing Employer Branding: Is the Whole More than the Sum of Its Parts? Case Study-Based Evidence from Thailand," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 4(5), pages 197-207.
    9. Pitt, Christine S. & Botha, Elsamari & Ferreira, João J. & Kietzmann, Jan, 2018. "Employee brand engagement on social media: Managing optimism and commonality," Business Horizons, Elsevier, vol. 61(4), pages 635-642.
    10. Noor Ul Hadi & Shahjehan Ahmed, 2018. "Role of Employer Branding Dimensions on Employee Retention: Evidence from Educational Sector," Administrative Sciences, MDPI, vol. 8(3), pages 1-15, August.
    11. Cloos, Janis, 2021. "Employer Review Platforms – Do the Rating Environment and Platform Design affect the Informativeness of Reviews? Theory, Evidence, and Suggestions," management revue - Socio-Economic Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 32(3), pages 152-181.
    12. Baruk Agnieszka Izabela, 2018. "The Reasons for the Lack of Interest in the University as an Employer among young Potential Employees and their Changes in 2016–2018," Marketing of Scientific and Research Organizations, Sciendo, vol. 29(3), pages 63-82, September.
    13. Luis Arturo Lopez & Shawn J. McCoy & Vivek Sah, 2022. "Steering consumers to lenders in residential real estate markets," Real Estate Economics, American Real Estate and Urban Economics Association, vol. 50(6), pages 1596-1641, November.
    14. Faiz Ahamad & Gordhan K. Saini & I. M. Jawahar, 2023. "Interactive influence of work–life balance benefits, employee recommendation, and job attributes on employer attractiveness and job pursuit intentions: two experiments," Asian Business & Management, Palgrave Macmillan, vol. 22(4), pages 1215-1242, September.
    15. Wilson, Matthew & Robson, Karen & Botha, Elsamari, 2017. "Crowdsourcing in a time of empowered stakeholders: Lessons from crowdsourcing campaigns," Business Horizons, Elsevier, vol. 60(2), pages 247-253.
    16. Sara Mohamed Abdelaziz El-Menawy & Pancie Salah Saleh, 2023. "How does the mediating role of the use of social media platforms foster the relationship between employer attractiveness and generation Z intentions to apply for a job?," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    17. Schaarschmidt, Mario & Walsh, Gianfranco, 2020. "Social media-driven antecedents and consequences of employees' awareness of their impact on corporate reputation," Journal of Business Research, Elsevier, vol. 117(C), pages 718-726.
    18. Bejtkovský Jiří, 2018. "Factors influencing the job search and job selection in students of Generation Y in the Czech Republic in the employer branding context," Management & Marketing, Sciendo, vol. 13(3), pages 1133-1149, September.
    19. Könsgen, Raoul & Schaarschmidt, Mario & Ivens, Stefan & Munzel, Andreas, 2018. "Finding Meaning in Contradiction on Employee Review Sites — Effects of Discrepant Online Reviews on Job Application Intentions," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 165-177.
    20. Krotov, Vlad & Johnson, Leigh, 2023. "Big web data: Challenges related to data, technology, legality, and ethics," Business Horizons, Elsevier, vol. 66(4), pages 481-491.

    More about this item

    Keywords

    employer branding; corporate social responsibility; human resource management; vine industry; czech republic;
    All these keywords.

    JEL classification:

    • A - General Economics and Teaching

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:isp:journl:v:17:y:2023:i:1:p:90-97. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Svetoslav Ivanov (email available below). General contact details of provider: https://www.scientific-publications.net/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.