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employer branding
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Liczba wyświetleń: 299
Liczba pobrań: 231
Abstrakt
Zmiany demograficzne zachodzące w wielu krajach wpływają na pogorszenie sytuacji w systemach emerytalnych, co prowadzi do obniżenia wysokości świadczeń emerytalnych. Jednym ze sposobów zmniejszenia zagrożenia ubóstwem przyszłych emerytów jest oszczędzanie na emeryturę w ramach pracowniczych programów emerytalnych (PPE). Jednocześnie w krajach rozwiniętych PPE stają się elementem polityki zarządzania kadrami i wpisują się w strategię employer brandingu (EB). Głównym celem artykułu jest wskazanie miejsca i relacji między EB a EPP. Przyjęto założenie, że pracodawcy odmiennie niż pracownicy postrzegają relację między EPP i EB. Ponadto istotnym czynnikiem, który może mieć znaczenie w tej ocenie, jest to, czy organizacja oferuje pracownikom taki program czy też nie. W artykule wykorzystano wyniki badań przeprowadzonych wśród 151 respondentów. PPE postrzegane są jako jedno z narzędzi, które mają wpływ na kształtowanie wizerunku marki pracodawcy wśród przyszłych lub już zatrudnionych pracowników. Siła oddziaływania tego czynnika jest mniejsza w przypadku rekrutacji, natomiast rośnie wśród osób już zatrudnionych. Negatywnie na kształtowanie zależności między EPP i EB wpływa nie tylko niski poziom świadomości pracowników w zakresie produktów zabezpieczenia emerytalnego, ale także świadomość menedżerów, którzy nie do końca dostrzegają potencjał EPP jako narzędzia do budowania wizerunku marki pracodawcy.
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Licencja
Prawa autorskie (c) 2021 WPiA UAM
Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Użycie niekomercyjne – Bez utworów zależnych 4.0 Międzynarodowe.