Employer Branding Concept in Polish Retail Chains in the Era of Generations Y and Z

Proceedings of The 2nd International Conference on Research in Management and Economics

Year: 2019


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Employer Branding Concept in Polish Retail Chains in the Era of Generations Y and Z

Katarzyna Bilińska-Reformat




For business enterprises, also for retail chains a positive employer brand is becoming an important competitive asset. In the market, it allows them to obtain resources of particular significance, i.e. employees with required skills, competences and predispositions, and to retain those already in employment. The retail sector in Poland is perceived as a strongly disliked employer. Especially a problem is to enhance young to enhance for working in retail chains. Thus employer branding can be an important element in the strategies enhancing young people to work in retail chains.The main objective of this paper is to identify the development of employer branding strategies by the chosen retail chains operating in Poland and to characterize their activities against young generations.Literature analysis regarding theoretical deliberation has been followed by an empirical verification (based on case study method) of best practices introduced by discounts retail chains in Poland.The paper is based on the assumption that retail chains use employer brand concept by developing employer brand strategies dedicated to young generations.Continuing strategic activities in the field of employer branding is very important for retail chains. Decision makers need to pay special attention to the promotion of their retail chains as a good workplace, using employer branding techniques.

Keywords: Employer Branding, Young Generations, Marketing Strategies.