Title: The green employer external branding

Authors: Adam Sulich

Addresses: Department of Strategy and Management Methods, Faculty of Management, Wroclaw University of Economics and Business, 118/120 Komandorska Street, 53-345 Wroclaw, Poland

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.

Keywords: external employer branding; green management; green jobs; sustainable development.

DOI: 10.1504/IJLC.2021.116657

International Journal of Learning and Change, 2021 Vol.13 No.4/5, pp.437 - 458

Received: 28 Sep 2019
Accepted: 23 Oct 2019

Published online: 29 Jul 2021 *

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