Employer Branding as a Source of Competitive Advantage of Retail Chains

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Employer Branding as a Source of Competitive Advantage of Retail Chains

Journal Title: Journal of Management and Business Administration. Central Europe - Year 2018, Vol 26, Issue 1

Abstract

Purpose: Developing a strong, favourable employer brand of a retail chain may be regarded as an important means of creating a competitive advantage. Retail chains should attract personnel with desired competence required for their particular purposes. The retail sector in Poland is perceived as a strongly disliked employer. Thus employer branding can be an important element of strategies adopted by retail chains operating in Poland. The main objective of this paper is to analyse the development of employer branding strategies implemented by selected global retailers operating in Poland and the impact of such strategies on their respective competitive positions in the Polish market. The time frame for the analysis is the period of 2009–2014.

Authors and Affiliations

Katarzyna Bilińska-Reformat, Izabela Stańczyk

Keywords

retail employer brand labour market

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EP ID EP271539
DOI 10.7206/jmba.ce.2450-7814.216
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