<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Among the efforts to create a company brand, the development of a successful employer brand is today not only a sign of a socially responsible business, but also a tool to achieve competitive advantages in the labour market, expand employment opportunities, and retain the best employees. The key values that influence the intention to join a company vary among different groups of employees, which must be taken into account when creating a successful employer value proposition (EVP). The purpose of this study is to assess the differences between the key values of employed and potential workers whose work is most on demand in the labour market (generations Y and Z, with higher education and those who obtain higher education). The research was conducted on the basis of a sociological survey of a representative sample of respondents (510 respondents). The main differences in the perception of the employer’s brand are identified by gender (higher value of safety in the workplace for women, and opportunities for personal development for men), as well as in the groups selected by the availability of experience: pay is valued highest by respondents with work experience; for those who have no work experience, the employer’s brand reputation is a more important factor. There are also significant differences in assessments of the importance of workplace safety, professional development, comfortable environment, and work-life balance.</p>
</abstract>

Among the efforts to create a company brand, the development of a successful employer brand is today not only a sign of a socially responsible business, but also a tool to achieve competitive advantages in the labour market, expand employment opportunities, and retain the best employees. The key values that influence the intention to join a company vary among different groups of employees, which must be taken into account when creating a successful employer value proposition (EVP). The purpose of this study is to assess the differences between the key values of employed and potential workers whose work is most on demand in the labour market (generations Y and Z, with higher education and those who obtain higher education). The research was conducted on the basis of a sociological survey of a representative sample of respondents (510 respondents). The main differences in the perception of the employer’s brand are identified by gender (higher value of safety in the workplace for women, and opportunities for personal development for men), as well as in the groups selected by the availability of experience: pay is valued highest by respondents with work experience; for those who have no work experience, the employer’s brand reputation is a more important factor. There are also significant differences in assessments of the importance of workplace safety, professional development, comfortable environment, and work-life balance.

Employer brand: key values influencing the intention to join a company

National University of Water and Environmental Engineering

Management & Marketing

This work is licensed under the Creative Commons Attribution 4.0 International License.

{"article-title":"Employer brand: key values influencing the intention to join a company"}

Among the efforts to create a company brand, the development of a successful employer brand is today not only a sign of a socially responsible business, but...

Employer brand: key values influencing the intention to join a company

Online veröffentlicht: 10. Apr. 2022

Seitenbereich: 61 - 72

DOI: https://doi.org/10.2478/mmcks-2022-0004

Schlüsselwörter
employer brand, employer value proposition, values, human resources management, labour market

© 2022 Natalia Samoliuk et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Employer brand: key values influencing the intention to join a company

Online veröffentlicht: 10. Apr. 2022

Seitenbereich: 61 - 72

DOI: https://doi.org/10.2478/mmcks-2022-0004

Schlüsselwörteremployer brand, employer value proposition, values, human resources management, labour market

© 2022 Natalia Samoliuk et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Schlüsselwörter
employer brand, employer value proposition, values, human resources management, labour market