Employer Branding

general courses

Classes are devoted to the topic of building the employer's image (employer branding). Their aim is to familiarize the student with the concept and basic methods, techniques and tools used to build the employer's brand.

Classroom

The aim of the subject is to master the basics of shaping and communicating elements affecting the company's image. After completing the course, the student will define issues related to image management, explain the importance of perceived image of the company in the eyes of stakeholders, and assess the effects of the company's activities in this area.

During the classes, students will be introduced to the idea of employer branding (building the employer's image), understood as the entirety of activities undertaken by the organization and directed at current and potential employees, aimed at building its positive image as an attractive employer.

The following topics will be discussed in the course:

1. Idea of employer branding (EB)

2. EB's role in acquiring talents

• Approach to work among different generations

• Factors determining the choice of employer

3. Creating an EB strategy

• Determining the target group

• Defining the objectives of the planned activities

• Budget estimation

4. Building Employee Value Proposition (EVP)

5. Planning and implementation of the EB campaign

• Types of advertising materials

• The role of events

• Job fairs

• "Career" tab

6. Channels of communication with recipients

• Selection of appropriate channels to recipients

• Social media function

7. Measurement and evaluation of EB activities

• Measuring the effectiveness of the campaign

• Employers' rankings

• Industry competitions

Mandatory literature:

• Kozłowski M., Employer branding. Budowanie wizerunku pracodawcy krok po kroku, Wolters Kluwer 2012.

• Leary-Joice J., Budowanie wizerunku pracodawcy z wyboru, Wolters Kluwer, Kraków 2007.

• Barrow S., Mosley R., The Employer Brand: Bringing the Best of Brand Management to People at Work, Wiley 2005.

• Wojtaszczyk K., Employer branding – przesłanki i cele budowania marki pracodawcy, „Przegląd Organizacji”, nr 1/2010.

Supplementary literature:

• Budzyński W., Public Relations. Zarządzanie reputacją firmy, Poltext 2002.

• Budzyński W., Wizerunek firmy: kreowanie, zarządzanie, efekty, Poltext, Warszawa 2002.

• Wiktor W., Komunikacja marketingowa, PWN, Warszawa 2013.

• De Chernatony L., Marka. Wizja i tworzenie marki, Gdańskie Wydawnictwo Psychologiczne, Gdańska 2003.

• Baruk A. I., Marketing personalny jako instrument kreowania wizerunku firmy, Difin, Warszawa 2006.

• Altkorn J., Strategia marki, PWE 2001.

Knowledge:

• Lists the stages of the employer's image building process.

• Can characterize expectations towards work of the X, Y and Z generations.

• He knows what contributes to EVP (Employee Value Proposition).

• Lists the advantages and disadvantages of individual social media platforms.

• Lists the most important employer rankings in Poland.

Skills:

• Is able to use the general knowledge of marketing and management to describe the reasons for perceiving the company's image.

• Can formulate own opinions, search for data and choose methods of analysis to support the decision making process in creating the company's image.

• Adjusts communication channels to recipients

• Estimates the cost of proposed advertising materials.

• Constructs the method / methods of building the employer's image adequate to the assumptions.

• Plans an image or recruitment campaign.

Attitudes:

• Is able to make a critical analysis of the effectiveness and usefulness of methods for building the company's image.

• Presents a proactive attitude towards establishing lasting relationships with the environment.

• Evaluates the image of the employer in order to select appropriate methods of communication.

Final project (85%)

Activity during classes (15%)