The green employer external branding
by Adam Sulich
International Journal of Learning and Change (IJLC), Vol. 13, No. 4/5, 2021

Abstract: This article aims to address the questions about green employer branding if it is related only to sustainable organisations. The research is based on the literature review and case study combined with content analysis of companies' websites, job advertisements, and social media. The research was conducted among selected Polish companies, to examine if they implement so-called 'green employer branding' in communication with their external stakeholders and candidates especially. The conducted study concerns the scope, tools, and methods of creating a green employer brand among organisations. The obtained results showed that Polish organisations consciously manage their employer brand, emphasising the ecological aspects of their business activities more often when they do not belong to the green sector. Thus, green employer brands are powerful assets that must be carefully developed and managed.

Online publication date: Thu, 29-Jul-2021

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