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Perception of the University as an Employer Among Young Potential Employees

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  • Baruk Agnieszka Izabela

    (University of Technology, Poland Faculty of Organization and Management Department of Innovation Systems and Innovation Marketing and Innovation Unit, Cracow, Poland)

Abstract

The article is theoretical-empirical in its character. The problems of external image of university as an employer were presented. In the theoretical part the different approaches to image and its determinants were analysed. There is the lack of researches related to image aspects of university activities, including aspects connected with its external image. The empirical part of this article is based on the results of the field researches. The way of perceiving of university as an employer by segment of young potential employees was identified and analysed. 4 research hypotheses were verified. They were formulated in the relation to connotations with university as the place of work. It was mainly consociated with possibilities of development and self-realization. Connotations with high salary, feelings of stabilization and high social prestige were weaker. In this way only one hypothesis (H4) was confirmed. It is very important prompt for universities to improve their image activities.

Suggested Citation

  • Baruk Agnieszka Izabela, 2016. "Perception of the University as an Employer Among Young Potential Employees," Marketing of Scientific and Research Organizations, Sciendo, vol. 21(3), pages 1-17, September.
    • Handle: RePEc:vrs:mosaro:v:21:y:2016:i:3:p:1-17:n:1
    DOI: 10.14611/minib.21.09.2016.07
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    References listed on IDEAS

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    1. App, Stefanie & Merk, Janina & Buettgen, Marion, 2012. "Employer Branding: Sustainable HRM as a Competitive Advantage in the Market for High-Quality Employees," management revue - Socio-Economic Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 23(3), pages 262-278.
    2. App, Stefanie & Merk, Janina & Buettgen, Marion, 2012. "Employer Branding: Sustainable HRM as a Competitive Advantage in the Market for High-Quality Employees," management revue. Socio-economic Studies, Rainer Hampp Verlag, vol. 23(3), pages 262-278.
    3. Miles, Sandra Jeanquart & Mangold, W. Glynn, 2005. "Positioning Southwest Airlines through employee branding," Business Horizons, Elsevier, vol. 48(6), pages 535-545.
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