HOW TO EFFECTIVELY BUILD EMPLOYER'S BRAND ON THE INTERNET? ACTIVITIES OF EMPLOYERS VERSUS OPINIONS OF REPRESENTATIVES OF Y GENERATION
HOW TO EFFECTIVELY BUILD EMPLOYER'S BRAND ON THE INTERNET? ACTIVITIES OF EMPLOYERS VERSUS OPINIONS OF REPRESENTATIVES OF Y GENERATION

Author(s): Dorota Bednarska-Olejniczak
Subject(s): Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Masarykova univerzita nakladatelství
Keywords: employer branding; employer image; generation Y; internet;
Summary/Abstract: The article broaches the subject of employer brand creation on the Internet. The goal of this work is to describe these actions within external employer branding which are performed on the Internet, and to show their possibilities and limitations, especially among the audience most active in the medium (Millennials, Generation Y). The basis for employer brand creation is the Employer Value Proposition, which describes functional, emotional and self-expression advantages. For Millennials, the biggest factors in positive image of an employer brand are: aiding in personal development, integrity, honesty, and credibility of the employer, attractive and reliable salary, and good workplace atmosphere. The most important self-expression factor is the employer brand prestige.

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