Employer Branding in Creating of an Organization's Image - Example of SME's

Abstract

The paper's theoretical and empirical considerations were focused on the process of organization's image creating. The purpose of the research was to analyze the possibilities of using employer branding to create the image of an organization in a business environment. The theoretical basis of the organization's image and the employer branding issue are presented. Interpretation of the image was based on a simplified analysis of selected cognitive perspectives. In this paper, attention was paid, among others to competitive advantage, perception in the business environment, the brand and the identity of the organization. The phenomenon of the employer branding was explained by referring to the organization's value creating, human resource management, relational marketing, etc. Then the results of the empirical quantitative research were presented. Questionnaire surveys were aimed at recognizing selected tools of employer branding in creating the image of an attractive employer. The results confirmed the interest of SME's in using such employer branding tools as: social media, website, job fairs, and open days.