Perception of the university as an employer among young potential employees
Journal Title: Marketing Instytucji Naukowych i Badawczych - Year 2016, Vol 21, Issue 3
Abstract
The article is theoretical-empirical in character. It presents issues associated with the external image of the university as an employer. In the theoretical part the views of various researchers presented in literature on the subject, concerning among others the employer’s image and its determinants, are analysed. It is emphasized that up till now the aspects of image (including aspects associated with the external image) in case of universities as one of key service providers serving an important function in the society haven’t been analysed too much. In the empirical part of the article based on the results of primary research the manner of perception of the university as an employer by one of the segments of potential employees, namely young people entering the labour market, is identified and analysed. 4 research hypotheses were subject to empirical verification. They were formulated with regard to associations of the respondents with a university as an employer. It turned out that universities are associated mainly with an employer guaranteeing opportunities for development and self-realization. At the same time associations with an employer guaranteeing high salary, feeling of stability, or high social prestige are comparably less significant. Thus, 3 research hypotheses haven’t been confirmed and one of them can be confirmed. This constitutes an important hint for universities as employers, making it easier for them to take coherent and complex image-related action.
Authors and Affiliations
Agnieszka Izabela Baruk
Keywords
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- EP ID EP205629
- DOI 10.14611/minib.21.09.2016.07
- Views 61
- Downloads 0
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