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The purpose of this paper is to show what are the applicants' institution selection criteria in higher education in Hungary and what changes this will imply in higher education management and communication. These questions were investigated based on a review of the most relevant literature and the analysis of 1396 Hungarian higher education University of Pécs applicants in two consecutive years. Exploratory and confirmative factor analyses were used to identify the relative order of the application influencing factors: as a result, the first most important is the vivacity, followed by career and costs, fourth is image and the last one is the low commitment. In this context, the paper has shown that the identification of the application strategies requires renewed management and communication techniques. The results help the institutions to determine the possible actions to be implemented to attract more students and improve the level of offered services. The permanent system change of the Hungarian higher education as a phenomenon versus the applicants' institution selection criteria gives the uniqueness of the Hungarian situation, and this study provides information for researchers in higher education in this field additionally.

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.

The purpose of this paper is to show the necessary competence sets for Higher Education (HE) lecturers in the framework of the COVID and post-COVID. A COVID-situated competence survey was carried out among university lecturers. Exploratory and confirmatory factor analyses (EFA, CFA) were applied to show the significant digital education competence factors. The representative online survey of 322 respondents shows that three big competence sets can be identified: Awareness, Professional, and Digital. Those having higher scores in Professional competencies foresee more digital programs and communications in the future, and not only the digital competencies but also the professional ones should be developed to meet the requirements of the digital education transformation process. The findings emphasize that the forced and drastic changes in the application of digital education to the intensification of COVID-19 should become sustainable and find its proper place and role in the future HE. The structured and closely managed use of the results was followed by a set of digital and professional competence development initiatives carried out within the framework of the Digital Education and Learning Support Centre, founded in 2020 at the University of Pécs. [ABSTRACT FROM AUTHOR]

The purpose of this paper is to show what are the applicants' institution selection criteria in higher education in Hungary and what changes this will imply in higher education management and communication. These questions were investigated based on a review of the most relevant literature and the analysis of 1396 Hungarian higher education University of Pécs applicants in two consecutive years. Exploratory and confirmative factor analyses were used to identify the relative order of the application influencing factors: as a result, the first most important is the vivacity, followed by career and costs, fourth is image and the last one is the low commitment. In this context, the paper has shown that the identification of the application strategies requires renewed management and communication techniques. The results help the institutions to determine the possible actions to be implemented to attract more students and improve the level of offered services. The permanent system change of the Hungarian higher education as a phenomenon versus the applicants' institution selection criteria gives the uniqueness of the Hungarian situation, and this study provides information for researchers in higher education in this field additionally. [ABSTRACT FROM AUTHOR]

The regime change in 1989 marked a significant milestone in the development of human resource (HR) management in Hungary. Changes in the legal, institutional and ownership environment placed significantly different demands on the HR work of companies and institutions. It has become very important for organizations to have access to comparative HR data with other organizations related to HR activities. The Cranet international HR university non-for-profit research network, founded in 1989 in Cranfield, England, has a long tradition in this field. Hungarian researchers have participated in Cranet's international HR research on four occasions so far. In this article, we aim to present the main features of the Cranet HR research in Hungary in 2021. We review the findings and noteworthy results of the research. Where possible, we compare it with relevant data from the 2014-2016 survey. [ABSTRACT FROM AUTHOR]

This study discusses internal communication within industrial clusters. The basic research question is whether there is a correspondence between the success of a cluster and the communication practices of its management. Our aim was to explore these practices both between the management organization of a cluster and the clustered firms and also among the cluster members themselves. After a thorough literature review of cluster communication, qualitative approach was applied using case studies and 28 interviews in three distinctive clusters in Southwest Hungary. Two of the three clusters consider themselves successful, whilst one cluster sees itself less effective. In the two successful ones, cluster managements are able to manage communication effectively and ensure that communication supports their goals and the implementation of their strategies. In these cases, communication management organization planned and established all dimensions of the communication consciously: channels, content, frequency, way and style of communication, all of which have an impact on trust. The research is linked to corporate communication theories, social identity theory, psychology and management. The paper fills a gap in the research of internal cluster communication. The findings also have useful implications regarding the practice of cluster management and communication. [ABSTRACT FROM AUTHOR]

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]