EMPLOYER BRANDING ON THE WEB: AN EMPIRICAL STUDY OF THE SELECTED POLISH COMPANIES
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.
Born, N., & Kil Kang, S. (2015). What are Best Practices in the Space of Employer Branding that Enable Organizations Attract and Retain the Best Talent?. Cornell University, ILR School. Retrieved from http://digitalcommons.ilr.cornell.edu/student/86.
Cervellon, M.-C., & Lirio, P. (2017). When Employees Don’t’Like’Their Employers on Social Media. MIT Sloan Management Review, 58(2), 63-70.
Cober, R. T., Brown, D. J., & Levy, P. E. (2004). Form, content and function: An evaluative methodology for corporate employment WEB sites. Human Resource Management, 43(2–3), 201–218.
Edwards M.R., (2009) An integrative review of employer branding and OB theory, Personnel Review, Vol. 39(1), 5-23.
Flanagin, A. J., Metzger, M. J., Pure, R., Markov, A., & Hartsell, E. (2014). Mitigating risk in ecommerce transactions: Perceptions of information credibility and the role of user-generated ratings in product quality and purchase intention. Electronic Commerce Research, 14(1), 1–23.
Forbes 2017. Największe polskie firmy prywatne 2017. Ranking "Forbesa", Retrieved from https://www.forbes.pl/rankingi/100-najwiekszych-firm-prywatnych-w-polsce-2017/twwjf75
Greaves, M. (2007). Semantic Web 2.0. IEEE Intelligent Systems, 22(2), 94–96.
Hoye, G. Van, & Lievens, F. (2007). Investigating Web-Based Recruitment Sources- Employee testimonials vs word-of-mouse, International Journal of Selection and Assessment, 15(4), 372-382.
Intindola, M. L., Lewis, G., Flinchbaugh, C., & Rogers, S. E. (2017). Web-based recruiting’s impact on organizational image and familiarity: too much of a good thing?. International Journal of Human Resource Management, 5192, 1–22.
Kim, S., & Ferguson, M. A. (2014). Public Expectations of CSR Communication: What and How to Communicate CSR. Public Relations Journal, 8(3), 1–22.
Kissel, P., & Büttgen, M. (2015). Using social media to communicate employer brand identity: The impact on corporate image and employer attractiveness. Journal of Brand Management, 22(9), 755–777.
Ladkin, A., & Buhalis, D. (2012). Online and social media recruitment: Hospitality employer and prospective employee considerations. International Journal of Contemporary Hospitality Management, 28(2), 153–160.
Mihalcea, A.D. (2017). Employer Branding and Talent Management in the Digital Age. Management Dynamics in the Knowledge Economy, 5 (2), 289-306; https://doi.org/10.25019/MDKE/5.2.07
Morsing, M., & Schultz, M. (2006). Corporate social responsibility communication: stakeholder information, response and involvement strategies. Business Ethics: A European Review, 15(4), 323–338.
O'Brien, K. (2017). Moments that matter in the candidate experience, Exaqueo, February 21, 2017, http://www..com/blog/2017/2/moments-that-matter-in-the-candidate-experience
Peluchette, J., & Karl, K. (2009). Examining Students’ Intended Image on Facebook: “What Were They Thinking?!” Journal of Education for Business, 85(1), 30–37.
Sathya, S., & Indradevi, R. (2014). Branding for Talent Attraction and Retention of Employees: A Literature Review. International Journal of Scientific Research, 3(8), 202-204.
SHRM Survey Findings: Using Social Media for Talent Acquisition - recruitment and Screening. (2016). Retrieved from https://www.shrm.org/hr-today/trends-and-forecasting/research-and-surveys/Documents/SHRM-Social-Media-Recruiting-Screening-2015.pdf
Sivertzen, A., Nilsen, E. R., & Olafsen, A. H. (2013). Employer branding: employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473–483. https://doi.org/10.1108/JPBM-09-2013-0393
Wilden, R., Gudergan, S. & Lings, I. (2010). Employer branding: strategic implications for staff recruitment, Journal of Marketing Management, 26(1-2), 56-73.
Wilson, R. E., Gosling, S. D., & Graham, L. T. (2012). A Review of Facebook Research in the Social Sciences. Perspectives on Psychological Science, 7(3), 203–220.
Young, J., & Foot, K. (2006). Corporate E‐Cruiting: The Construction of Work in Fortune 500 Recruiting Web Sites. Journal of Computer‐Mediated Communication, 11, 44–71.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (Creative Commons Attribution License 3.0 - CC BY 3.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
firstname.lastname@example.org, www.iseic.cz, ojs.journals.cz