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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]

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]