Employer branding jako determinanta rozwoju sieci handlu detalicznego w Polsce
Building a strong, favourable employer brand of a retail chain may be classified as a key determinant of its development. Trading companies should attract and maintain personnel with specific, desired competences, as well as decrease high staff turnover. Thus, employer branding is a priority for r...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego
2016-03-01
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| Series: | Problemy Zarządzania |
| Subjects: | |
| Online Access: | https://pz.wz.uw.edu.pl/resources/html/article/details?id=169982 |
| Summary: | Building a strong, favourable employer brand of a retail chain may be classified as a key determinant of
its development. Trading companies should attract and maintain personnel with specific, desired competences,
as well as decrease high staff turnover. Thus, employer branding is a priority for retail chains.
Companies have a wide spectrum of tools (also called Employee Value Proposition) which may enable
them to create a desired employer brand, taking into account the specificities of the trading sector and
personnel structure in a retail chain. The main aims of the paper are: theoretical presentation of employer
branding based on Polish and foreign literature studies as well as identification of best employer branding
practices introduced by retail chains. Theoretical deliberation has been followed by an empirical verification
(based on case study method) of best practices introduced by retail chains in Poland. |
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| ISSN: | 1644-9584 2300-8792 |