- Inter-faculty Studies in Bioinformatics and Systems Biology
- Bachelor's degree, first cycle programme, Computer Science
- Bachelor's degree, first cycle programme, Mathematics
- Master's degree, second cycle programme, Bioinformatics and Systems Biology
- Master's degree, second cycle programme, Computer Science
- Master's degree, second cycle programme, Mathematics
Employer Branding 2600-BWP-OG
During the classes, students will be introduced to the idea of employer branding (building the employer's image), understood as the entirety of activities undertaken by the organization and directed at current and potential employees, aimed at building its positive image as an attractive employer.
The following topics will be discussed in the course:
1. Idea of employer branding (EB)
2. EB's role in acquiring talents
• Approach to work among different generations
• Factors determining the choice of employer
3. Creating an EB strategy
• Determining the target group
• Defining the objectives of the planned activities
• Budget estimation
4. Building Employee Value Proposition (EVP)
5. Planning and implementation of the EB campaign
• Types of advertising materials
• The role of events
• Job fairs
• "Career" tab
6. Channels of communication with recipients
• Selection of appropriate channels to recipients
• Social media function
7. Measurement and evaluation of EB activities
• Measuring the effectiveness of the campaign
• Employers' rankings
• Industry competitions
Type of course
Mode
Prerequisites (description)
Learning outcomes
Knowledge:
• Lists the stages of the employer's image building process.
• Can characterize expectations towards work of the X, Y and Z generations.
• He knows what contributes to EVP (Employee Value Proposition).
• Lists the advantages and disadvantages of individual social media platforms.
• Lists the most important employer rankings in Poland.
Skills:
• Is able to use the general knowledge of marketing and management to describe the reasons for perceiving the company's image.
• Can formulate own opinions, search for data and choose methods of analysis to support the decision making process in creating the company's image.
• Adjusts communication channels to recipients
• Estimates the cost of proposed advertising materials.
• Constructs the method / methods of building the employer's image adequate to the assumptions.
• Plans an image or recruitment campaign.
Attitudes:
• Is able to make a critical analysis of the effectiveness and usefulness of methods for building the company's image.
• Presents a proactive attitude towards establishing lasting relationships with the environment.
• Evaluates the image of the employer in order to select appropriate methods of communication.
Assessment criteria
Final project (85%)
Activity during classes (15%)
Bibliography
Mandatory literature:
• Kozłowski M., Employer branding. Budowanie wizerunku pracodawcy krok po kroku, Wolters Kluwer 2012.
• Leary-Joice J., Budowanie wizerunku pracodawcy z wyboru, Wolters Kluwer, Kraków 2007.
• Barrow S., Mosley R., The Employer Brand: Bringing the Best of Brand Management to People at Work, Wiley 2005.
• Wojtaszczyk K., Employer branding – przesłanki i cele budowania marki pracodawcy, „Przegląd Organizacji”, nr 1/2010.
Supplementary literature:
• Budzyński W., Public Relations. Zarządzanie reputacją firmy, Poltext 2002.
• Budzyński W., Wizerunek firmy: kreowanie, zarządzanie, efekty, Poltext, Warszawa 2002.
• Wiktor W., Komunikacja marketingowa, PWN, Warszawa 2013.
• De Chernatony L., Marka. Wizja i tworzenie marki, Gdańskie Wydawnictwo Psychologiczne, Gdańska 2003.
• Baruk A. I., Marketing personalny jako instrument kreowania wizerunku firmy, Difin, Warszawa 2006.
• Altkorn J., Strategia marki, PWE 2001.
Additional information
Information on level of this course, year of study and semester when the course unit is delivered, types and amount of class hours - can be found in course structure diagrams of apropriate study programmes. This course is related to the following study programmes:
- Inter-faculty Studies in Bioinformatics and Systems Biology
- Bachelor's degree, first cycle programme, Computer Science
- Bachelor's degree, first cycle programme, Mathematics
- Master's degree, second cycle programme, Bioinformatics and Systems Biology
- Master's degree, second cycle programme, Computer Science
- Master's degree, second cycle programme, Mathematics
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: