EMPLOYER BRANDING OF THE COMPANIES AND ITS IMPACT ON UNIVERSITY STUDENTS – TRENDS RESEARCH IN SLOVAKIA AND CHINA
EMPLOYER BRANDING OF THE COMPANIES AND ITS IMPACT ON UNIVERSITY STUDENTS – TRENDS RESEARCH IN SLOVAKIA AND CHINA
Author(s): Jana Plchová, Alexandra TurákováSubject(s): Media studies, School education, Sociology of Culture, Marketing / Advertising, Socio-Economic Research, Sociology of Education
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: corporate culture; employer branding; talent management;
Summary/Abstract: The aim of the article is to identify and evaluate the benefits of building good employer branding for companies and the strategic trends that are reflected in this field. A factor which significantly changes the customary building tools of employer branding today is tremendous growth of social networks, and significant growth of new mobile applications that are commonly used for communication in a segment of potential new employees - students. We used the methods of primary and secondary research. The primary research was conducted by standard questionnaire method on a sample of 52 university students in Shanghai, China and 120 students of the Slovak Technical University in Bratislava. The goal was to find out what type of information are students seeking on social networks about the potential employer and what factors are important for the students to make decisions in choosing their employer.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 247-256
- Page Count: 10
- Language: English