1. Can a university's anniversary be used to strengthen employee engagement and improve the employer brand?
- Author
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Kuráth, Gabriella, Szabó-Bálint, Brigitta, and Jarjabka, Ákos
- Subjects
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JOB involvement , *EMPLOYER branding (Marketing) , *PROJECT management , *HIGHER education administration , *VALUE proposition - Abstract
The study is aimed at contributing to the research of developing the employer brand of a university with the help of a special university project. Our basic research question is whether a Jubilee project could be used to develop the employer brand of a university and strengthen employee engagement. The authors present the possibilities of measuring communication elements regarding employer branding with the help of two surveys. The employee survey results (based on 1723 respondents) showed that the reputation of the university in the university ranking list improved and the pride of its employees, as well. A significant factor in employer brand development is communication with future potential employees, so the role of public opinion is critical in creating a positive reputation of the university. This is why the Jubilee Project 650 of the University of Pécs can be regarded as a useful employer brand developing activity. [ABSTRACT FROM AUTHOR]
- Published
- 2022
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