Employer Branding in Private Universities in Poland. Exploratory Study.

Abstract Research Purpose. The objective of this article is to delineate the conceptual and operational parameters of 'employer branding' within the context of research in private universities in Poland, i.e. Higher Educational Institutions (HEIs), through the lens of sustainable university management. The study has an exploratory purpose. Design/Methodology/Approach. The research assumptions were developed based on the analysis of secondary sources. A quantitative method was used, consisting of a CAWI survey and direct, paper-based interviews. The sample size was determined based on the number of all 19 private academic universities in Poland at the time that were invited to participate in the study. Quantitative research was conducted from 2019 to 2022. The results were additionally verified using qualitative methods, observing the websites of private universities and five personal study visits. The qualitative research was conducted from October 2022 to June 2023. Findings. A prevalent trend observed across all categories evaluated in the empirical investigations presented in the article permits the formulation of the assumption that respondents exhibit an absence of a definitive opinion regarding the issue of university employer branding. Originality/Value/Practical Implications . The utilisation of employer branding as a contemporary instrument for the dissemination of an organisation's image is attributable to the limited propagation of this concept and its associated elements within the market milieu. This concept represents a relatively novel area of investigation, necessitating more intensive exploration. The research conducted facilitated the delineation of various aspects concerning both the external and internal representation of private academic universities' public image. Concurrently, new exploratory domains emerged.