Changes of associations with the university as an employer – opinions of potential young Polish employees

- Professor Agnieszka Izabela Baruk, Anna Goliszek Ph.D.

The article is a theoretical-empirical work in its character. It presents issues associated with the significance of associations with the university as an employer among employees representing the external labour market. In the theoretical part the method of cognitive-critical analysis of world literature on the subject from the area of image management, marketing and human resource management is used. What is emphasized on the basis of the results of the analysis is the key role of associations with the employer that the potential employees have in the process of building the image of an employer as an excellent workplace. It is also emphasized that deliberations from this area presented in literature on the subject don’t refer to the university as an employer. Thus, we can say that there is a cognitive and research gap in this area. That’s why this article is an attempt to achieve, among others, such goals as identification of the associations of young potential employees with the university as an employer, defining the changes taking place in them and grouping them. For the empirical part of the research the method of questionnaire survey (collecting primary data) and the method of quantitative analysis (including the analysis of average assessments and comparative analysis) were used. The obtained results show slight deterioration of associations with the university as an employer in 2018, compared to 2016. This is shown by, among others, growth of the values of average assessments in case of 5 negative associations and at the same time a noticeable drop of the values of average assessments in the group of positive associations.

Professor Agnieszka Izabela Baruk, Łódź University of Technology, Poland – lecturer at Lodz University of Technology, Faculty of Management and Production Engineering, Department of Management Systems and Innovation. Her publications comprise 434 peer-reviewed positions including 14 books
about transaction and personal marketing and their mutual interdependencies.

Anna Goliszek, PhD., University of Life Sciences in Lublin, Poland – sociologist, lecturer in the Management Department at the University of Life Sciences in Lublin. Graduate of the Faculty of Social Sciences of the John Paul II Catholic University of Lublin. He earned his doctoral degree from the Faculty of Philosophy and Sociology of the Maria Curie Skłodowska University in Lublin. His major scientific interests include organisational and management sociology, with a particular focus on the problem of organisational culture, business communication, inventics and social psychology.

DOI: 10.14611/MINIB.28.06.2018.07
Contact: agnieszka.baruk(at), anna.goliszek(at)
MINIB, 2018, Vol. 28, Issue 2

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