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Motivating, Caring for Employee Development and Employer Branding in Diverse Companies during the Covid-19 Pandemic

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  • Agnieszka Krugielka
  • Paulina Kostrzewa-Demczuk

Abstract

Purpose: The subject of the considerations of this article is the implementation of selected functions in the situation of the Covid-19 pandemic. The article aims to identify changes caused by the pandemic in selected HR functions, i.e., motivating, training and caring for employee development as well as employer branding activities, based on research (in-depth interviews) conducted among HR specialists, employee specialists, and company owners, in enterprises diversified in terms of industry and size, in Poland. Design/Methodology/Approach: The study consists of two parts: theoretical one, in which the author presents the literature on the subject, and empirical, discussing the research technique and the results obtained as a result of its application. Twenty-three people from twenty-three companies of different sizes and sectors took part in the research, using the in-depth interview technique. Findings: As a result of the research, it turned out that the specialists and company owners participating in the study indicated various forms of motivation used in their enterprises, i.e. strengthening the sense of security, employment and health through a system of communicating with employees, flexible working hours, increasing the decision-making autonomy of employees, offering gadgets which, due to various conditions (e.g., the size and financial condition of the company), did not always appear or appeared to a lesser extent. The situation was similar regarding the training offered, where apart from training related to IT competences, training offered to the management in appreciating employees deserves attention. Practical implications: The care of most companies for the image of a friendly employer branding, which can be treated as a manifestation of increasing awareness of the importance of caring for the brand, and creating a positive image is positively surprising. Originality/value: The issues addressed in the paper are important from utilitarian point of view as pandemic made the methods and approaches used before no longer effective and efficient in many cases.

Suggested Citation

  • Agnieszka Krugielka & Paulina Kostrzewa-Demczuk, 2021. "Motivating, Caring for Employee Development and Employer Branding in Diverse Companies during the Covid-19 Pandemic," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 5), pages 77-90.
  • Handle: RePEc:ers:journl:v:xxiv:y:2021:i:special5:p:77-90
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    References listed on IDEAS

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    1. Paula Caligiuri & Helen De Cieri & Dana Minbaeva & Alain Verbeke & Angelika Zimmermann, 0. "International HRM insights for navigating the COVID-19 pandemic: Implications for future research and practice," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 0, pages 1-17.
    2. Paula Caligiuri & Helen De Cieri & Dana Minbaeva & Alain Verbeke & Angelika Zimmermann, 2020. "International HRM insights for navigating the COVID-19 pandemic: Implications for future research and practice," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 51(5), pages 697-713, July.
    3. Muhammad Wassem & Sajjad Ahmad Baig & Muhammad Abrar & Muhammad Hashim & Muhammad Zia-Ur-Rehman & Usman Awan & Fiza Amjad & Yasir Nawab, 2019. "Impact of Capacity Building and Managerial Support on Employees’ Performance: The Moderating Role of Employees’ Retention," SAGE Open, , vol. 9(3), pages 21582440198, July.
    4. Yifan Zhong & Yameng Li & Jian Ding & Yiyi Liao, 2021. "Risk Management: Exploring Emerging Human Resource Issues during the COVID-19 Pandemic," JRFM, MDPI, vol. 14(5), pages 1-23, May.
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    More about this item

    Keywords

    Motivating process; employee development; employer branding; COVID-19.;
    All these keywords.

    JEL classification:

    • M2 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics
    • J54 - Labor and Demographic Economics - - Labor-Management Relations, Trade Unions, and Collective Bargaining - - - Producer Cooperatives; Labor Managed Firms

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