| Abstract [eng] |
This paper analyzes the impact of employer advertising on the employer brand image. The theoretical section discusses concepts related to the topic: employer brand, employer value proposition, employer advertising, and the relationships between them. Based on the literature, a theoretical model has been developed to illustrate the influence of employer advertising on image. The analytical section presents empirical studies that reveal the impact of employer advertising on the internal and external image of the employer brand, as well as the behavior of employees and candidates. The empirical section presents quantitative and qualitative studies. The quantitative study analyzes the impact of employer advertising in the logistics sector, while the qualitative study presents an analysis of company representatives’ opinions regarding the credibility of employer advertising, its impact on the internal employer brand image, and employee recommendations. |
