How to Effectively Build Employer´s Brand on the Internet? Activities of Employers Versus Opinions of Representatives of Y Generation

Dorota Bednarska-Olejniczak


The article broaches the subject of employer brand creation on the Internet. The goal of this work is to describe these actions within external employer branding which are performed on the Internet, and to show their possibilities and limitations, especially among the audience most active in the medium (Millennials, Generation Y). The basis for employer brand creation is the Employer Value Proposition, which describes functional, emotional and self-expression advantages. For Millennials, the biggest factors in positive image of an employer brand are: aiding in personal development, integrity, honesty, and credibility of the employer, attractive and reliable salary, and good workplace atmosphere. The most important self-expression factor is the employer brand prestige.
Author Dorota Bednarska-Olejniczak (ES / IM / DMM)
Dorota Bednarska-Olejniczak,,
- Department of Marketing Management
Publication size in sheets0.5
Book Janošová Lenka, Kuchynková Ladislava, Cenek Martin (eds.): Proceedings of International Scientific Conference of Business Economics Management and Marketing 2017, 2017, Masaryk University, ISBN 978-80-210-8714-9, 359 p.
Keywords in Englishemployer branding, employer image, generation Y, internet
Languageen angielski
Score (nominal)15
Score sourceconferenceIndex
Publication indicators WoS Citations = 0
Citation count*2 (2020-07-08)
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.