External image of a university playing the role of an employer and the gender of potential young employees

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

The article presents chosen aspects associated with the perception of universities playing the role of an employer among the potential young employees. This work is theoretical-empirical in character. In the theoretical part on the basis of the results of cognitive-critical analysis of world literature on the subject it is emphasized that universities need to build their image as employers in a complex way. It is actually becoming essential, taking into consideration the challenges that universities have to face. With regard to image-related issues, in case of this group of entities both with regard to theoretical deliberations and empirical research, there is a clear gap which needs to be filled. It is worth starting the reduction of this gap with the identification of the associations that potential young employees have with regard to universities as employers. It was one of the research goals of this article. In the empirical part the results of primary research conducted among the representatives of the above-mentioned segment of the labour market are presented. On the basis of the results of the factor analysis conducted separately for the surveyed men and women, a preliminary verification of the two research hypotheses was conducted. It was concluded that the female respondents express a comparably worse opinion of universities as employers.

Professor Agnieszka Izabela Baruk, Łódź University of Technology, Poland – works as a fellow researcher at the Institute of Innovation and Marketing and holds the Chair of Management and Innovation Systems at the Łódź University of Technology. She works in University of Life Sciences in Lublin, Department of Management and Marketing too. Her publications comprise 434 peer-reviewed positions including 14 books about transaction and personal marketing and their mutual interdependencies. Prof. Baruk focuses her scientific interests on the issues of marketing management. She is specially interested in the social system of an organization in image development and positioning strategies as well as in applying modern marketing solutions in relation to employees and participants of an organization’s environment in the context of personal and transaction marketing.

Anna Goliszek, Ph.D., 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.25.09.2017.09
Contact: agnieszka.baruk(at)poczta.onet.pl, anna.goliszek(at)up.lublin.pl
MINIB, 2017, Vol. 25, Issue 3

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