External image of a university playing the role of an employer and the gender of potential young employees
Journal Title: Marketing Instytucji Naukowych i Badawczych - Year 2017, Vol 25, Issue 3
Abstract
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.
Authors and Affiliations
Agnieszka Izabela Baruk, Anna Goliszek
Keywords
Related Articles
- EP ID EP229018
- DOI 10.14611/minib.25.09.2017.09
- Views 64
- Downloads 0
Determinant factors of the marketing activity of scientific and research institutions
In the article the internal and external determinant factors which influence research and scientific institutions’ choice of business orientation are presented. Typical business orientations fit for application in such i...
Networking of research institutes in some European countries
Analysing the functioning of research-development units in some European countries, it is necessary to take into consideration legal-organizational conditions for their operation within the structures of science in a giv...
Platforma zarządzania jakością w instytutach badawczych (część II)
Ostatnie lata szczególnie mocno wymuszają zmianę starych struktur i modeli zarządzania w instytutach badawczych. Współczesne instytuty badawcze to jednostki naukowe o charakterze rynkowym – blisko 80% środków pochodzi z...
Cultural context in marketing communication on international market
The goal of this article is to show in what way cultural factors can determine decisions in international marketing. Particular attention is devoted to the decisions associated with marketing communication, that is, the...
Kampania e-marketingowa szkoły wyższej. Studium przypadku.
Przedmiotem opracowania jest kampania e-marketingowa na rzecz szkoły wyższej w ujęciu teoretycznym i praktycznym. Wychodząc od definicji e-marketingu, instrumentarium jego działań omówione zostaną etapy wdrażania kampani...