Definiowanie pojęcia employer branding przez pracowników przedsiębiorstw wyzwaniem dla human resources management
Employer branding term defining by companies employees as a challenge human resources management

Summary/Abstract: The aim of the study was to determine whether employees of Polish companies know and understand the concept of „employer branding”, as well as how they define it. Quantitative and qualitative research was carried out in 2014 using the method of a questionnaire on a sample of 335 representatives of companies from Lower Silesia. The respondents could independently formulate their responses to define „employer branding” or choose the answer ”I don’t know” or ”I haven’t come across this term”. The results were statistically analysed. The mean and standard deviations were calculated. In order to determine the differences in the responses from the perspective of gender, age and position held in a company, the Chi-squared test for two-way tables was carried out for independent samples using the statistical package of IBM SPSS Statistics version 21.0. It turned out that the vast majority of the respondents had not heard of this concept or did not know what it meant. The way of defining it is differentiated. This means that in Poland this issue is still a problem which is poorly understood and remains a challenge for organizations which will seek a stronger link between image activities and business operations.

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