Determinants of Company Image as an Employer
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Publication date: 2004-05-25
GNPJE 2004;192(5-6):73-89
The article presents, on the basis of results of empirical research, the problem of shaping company image as an employer among internal subjects i.e. employees. This image depends mostly on the following factors: the climate inside the company; fair and justified rules of awarding pay rises, promotions, bonuses, etc.; stabilisation or lack thereof, opportunities and scope for exerting influence by individual employees on development of the entire organisation; the degree of individual employees’ identification with the firm’s objectives; creation of conditions contributing to satisfaction of their tangible and intangible needs. Employees of surveyed firms would most frequently point to the climate of unsound rivalry, unfair pay rise and promotions, as well as a threat of job losses. The following part of the article tackles two basic factors reflecting the firm’ image as an employer: employee loyalty and recommending by employees their firm as a potential employer to outside parties. Special attention was paid to determinants, while loyalty towards a firm was divided into absolute and relative loyalty. Results of the study indicate that enterprises were viewed negatively by their employees, which contributed to shaping of a negative image of the surveyed firms in their external environment.
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