Employer branding w mediach społecznościowych – badania empiryczne i spostrzeżenia dla praktyki gospodarczej
DOI:
https://doi.org/10.15611/pn.2025.3.01Słowa kluczowe:
employer branding, zarządzanie marką, wizerunek pracodawcy, media społecznościoweAbstrakt
Cel: Celem artykułu jest ocena zachowań i opinii młodych osób studiujących na uczelniach wyższych we Wrocławiu na temat employer brandingu. Badanie dotyczy rosnącej konkurencyjności na rynku pracy i potrzeby skutecznej komunikacji organizacji z potencjalnymi pracownikami na wczesnym etapie ich kariery.
Metodyka: Badanie opiera się na sondażu diagnostycznym przeprowadzonym wśród studentów, uzupełnionym o przegląd literatury na temat employer brandingu jako koncepcji teoretycznej i zjawiska empirycznego.
Wyniki: Analiza danych pozwoliła określić, które działania employer brandingowe są najskuteczniejsze dla młodych osób wchodzących na rynek pracy. Dane pokazują, że 89,1% respondentów sprawdza aktywność firmy w Internecie przed złożeniem aplikacji, a 67,3% respondentów nie chciałoby aplikować do firmy z negatywnymi recenzjami online. Ważnym wnioskiem z badania jest wysoki poziom zainteresowania humorystycznymi treściami (41,6%), co sugeruje rosnące znaczenie nieformalnej komunikacji w budowaniu relacji między pracodawcami a kandydatami.
Implikacje i rekomendacje: Wyniki badań mogą być wykorzystane przez organizacje do optymalizacji strategii employer brandingowych, spełnienia oczekiwań młodych potencjalnych pracowników i zwiększenia efektywności rekrutacji. Kluczowe jest zrozumienie preferencji studentów i inwestowanie w programy stażowe oraz inicjatywy wspierające ich rozwój zawodowy na wczesnym etapie kariery.
Oryginalność/wartość: Niniejsze badanie zapewnia unikalną perspektywę osób dopiero wchodzących na rynek pracy, wypełniając istotną lukę w istniejących badaniach nad employer brandingiem. Wyniki oferują cenne spostrzeżenia dla zarządzania zasobami ludzkimi w różnych firmach.
Pobrania
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Prawa autorskie (c) 2025 Agata Brusiło
Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Na tych samych warunkach 4.0 Miedzynarodowe.
Accepted 2025-07-01
Published 2025-10-07
