en pl
en pl

Central European Management Journal

Show issue
Year 2018 
Volume 26 
Issue 1

Employer Branding as a Source of Competitive Advantage of Retail Chains

Katarzyna Bilińska-Reformat
University of Economics in Katowice

Izabela Stańczyk
Jagiellonian University

2018 26 (1) Central European Management Journal

DOI 10.7206/jmba.ce.2450-7814.216

Abstract

Purpose: Developing a strong, favourable employer brand of a retail chain may be regarded as an important means of creating a competitive advantage. Retail chains should attract personnel with desired competence required for their particular purposes. The retail sector in Poland is perceived as a strongly disliked employer. Thus employer branding can be an important element of strategies adopted by retail chains operating in Poland. The main objective of this paper is to analyse the development of employer branding strategies implemented by selected global retailers operating in Poland and the impact of such strategies on their respective competitive positions in the Polish market. The time frame for the analysis is the period of 2009–2014.

Research design and methods: In addition to a review of the literature on the development of employer brands, this paper includes a case study of a few global retail chains operating in Poland. The paper is based on the assumption that retail chains pursue competitive advantage by developing employer brand strategies.

Implications and recommendations: A continued engagement in strategic activities in the feld of employer branding is very important for retail chains. Decision makers need to pay special attention to the promotion of their retail chains as a good workplace, using employer branding techniques

References

  1. Bilińska-Reformat, K. (2015). Relacje sieci handle detalicznego z klientami dostawcami na tle uwarunkowań globalnych i lokalnych. Katowice: Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach. [Google Scholar]
  2. Bilińska-Reformat, K. i Dewalska-Opitek, A. (2016). Employer branding jako determinanta rozwoju sieci handlu detalicznego w Polsce. Problemy Zarządzania, 1/(57). [Google Scholar]
  3. Black, S. (2007). The Employee Value Proposition: How to Be an Employer of Choice?, http://knowledge.insead.edu [Google Scholar]
  4. Branding, http://www.randstad.com/randstad-award [Google Scholar]
  5. Close, A., Moulard, K. i Monroe, K. (2011). Establishing human brands: determinants of placement success for frst faculty positions in marketing. Journal of the Academy of Marketing Science, 39(6), https://doi.org/10.1007/s11747-010-0221-6 [Google Scholar]
  6. Cox, R. i Brittain, P. (2000). Zarządzanie sprzedażą detaliczną. Warszawa: PWE. [Google Scholar]
  7. Domański, T. (2005). Strategie rozwoju handlu. Warszawa: PWE. [Google Scholar]
  8. Domański, T. i Bryła, P. (2010). Marketing produktów żywnościowych. Warszawa: PWE. [Google Scholar]
  9. Grzesiuk, A. (2010). Handel detaliczny jako pracodawca we współczesnej gospodarce. Poznań: Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu. [Google Scholar]
  10. Hill, B. i Tande, Ch. (2010). Total Rewards. The Employment Value Proposition. Workspan, No 6, http://www.tandehill.com/pdfs/total-rewards.pdf [Google Scholar]
  11. http://www.portalspozywczy.pl/handel/wiadomosci/ikea-najlepszym-pracodawca-w-branzy-handlu-detalicznego-i-e-commerce,128754.html [Google Scholar]
  12. Juchimiuk, A. (2008). Umiejętnie sprzedaj pracę. Marketing w Praktyce, 4. [Google Scholar]
  13. Randstad Award (2015). Randstad Award 2015. International Insights on Employer,www.ranstad.com [Google Scholar]
  14. Sullivan, J. (2004). Eight elements of a successful employment brand. ER Daily, 23 February, http://www.eremedia.com/ere/the-8-elements-of-a-successful-employment-brand [Google Scholar]
  15. The 2016 Report on Employer Branding in Poland – materials provided by HRM Institute, www.hrminstitute.pl [Google Scholar]
  16. Wilson, F. (2008). Meeting the challenges of global resourcing. Strategic HR Review, 7(2), https://doi.org/10.1108/14754390810853101 [Google Scholar]
  17. Bilińska-Reformat, K. (2015). Relacje sieci handle detalicznego z klientami dostawcami na tle uwarunkowań globalnych i lokalnych. Katowice: Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach. [Google Scholar]
  18. Bilińska-Reformat, K. i Dewalska-Opitek, A. (2016). Employer branding jako determinanta rozwoju sieci handlu detalicznego w Polsce. Problemy Zarządzania, 1/(57). [Google Scholar]
  19. Black, S. (2007). The Employee Value Proposition: How to Be an Employer of Choice?, http://knowledge.insead.edu [Google Scholar]
  20. Branding, http://www.randstad.com/randstad-award [Google Scholar]
  21. Close, A., Moulard, K. i Monroe, K. (2011). Establishing human brands: determinants of placement success for frst faculty positions in marketing. Journal of the Academy of Marketing Science, 39(6), https://doi.org/10.1007/s11747-010-0221-6 [Google Scholar]
  22. Cox, R. i Brittain, P. (2000). Zarządzanie sprzedażą detaliczną. Warszawa: PWE. [Google Scholar]
  23. Domański, T. (2005). Strategie rozwoju handlu. Warszawa: PWE. [Google Scholar]
  24. Domański, T. i Bryła, P. (2010). Marketing produktów żywnościowych. Warszawa: PWE. [Google Scholar]
  25. Grzesiuk, A. (2010). Handel detaliczny jako pracodawca we współczesnej gospodarce. Poznań: Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu. [Google Scholar]
  26. Hill, B. i Tande, Ch. (2010). Total Rewards. The Employment Value Proposition. Workspan, No 6, http://www.tandehill.com/pdfs/total-rewards.pdf [Google Scholar]
  27. http://www.portalspozywczy.pl/handel/wiadomosci/ikea-najlepszym-pracodawca-w-branzy-handlu-detalicznego-i-e-commerce,128754.html [Google Scholar]
  28. Juchimiuk, A. (2008). Umiejętnie sprzedaj pracę. Marketing w Praktyce, 4. [Google Scholar]
  29. Randstad Award (2015). Randstad Award 2015. International Insights on Employer,www.ranstad.com [Google Scholar]
  30. Sullivan, J. (2004). Eight elements of a successful employment brand. ER Daily, 23 February, http://www.eremedia.com/ere/the-8-elements-of-a-successful-employment-brand [Google Scholar]
  31. The 2016 Report on Employer Branding in Poland – materials provided by HRM Institute, www.hrminstitute.pl [Google Scholar]
  32. Wilson, F. (2008). Meeting the challenges of global resourcing. Strategic HR Review, 7(2), https://doi.org/10.1108/14754390810853101 [Google Scholar]

Full metadata record

Cite this record

APA style

Bilińska-Reformat, Katarzyna & Stańczyk, Izabela (2018). Bilińska-Reformat, K. , & Stańczyk, I. . (2018). Employer Branding as a Source of Competitive Advantage of Retail Chains. Central European Management Journal, 26(1), 2-12. https://doi.org/10.7206/jmba.ce.2450-7814.216 (Original work published 2018)

MLA style

Bilińska-Reformat, Katarzyna and Stańczyk, Izabela. Bilińska-Reformat, K. , and I. Stańczyk. “Employer Branding As A Source Of Competitive Advantage Of Retail Chains”. 2018. Central European Management Journal, vol. 26, no. 1, 2018, pp. 2-12.

Chicago style

Bilińska-Reformat, Katarzyna and Stańczyk, Izabela. Bilińska-Reformat, Katarzyna , and Izabela Stańczyk. “Employer Branding As A Source Of Competitive Advantage Of Retail Chains”. Central European Management Journal, Central European Management Journal, 26, no. 1 (2018): 2-12. doi:10.7206/jmba.ce.2450-7814.216.