Świadome zarządzanie marką pracodawcy – studium przypadku
Employer branding management as an example of selected organization

Summary/Abstract: The changing labour market forces employers to take unusual steps to encourage candidates to choose them. Particular emphasis is exert on marketing activities in order to encourage potential candidates and increase the chances of obtaining qualified personnel. To reduce this problem, companies started to pay more attention to how they are perceived by the candidates and what is their image as an employer. Companies are taking employer branding action, in order to build a strong employer brand and at the same time employ staff who can help them accomplish this task. The purpose of this article is to locate employer branding term in the overall management strategy in the enterprise and to identify elements of its use on the example of the selected organizatio.

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