Katarzyna Wojtaszczyk
From the idea of branding to the concept of employer of choice

The article concentrates on two concepts: "employer brand" and "employer of choice". The first part of the article explains the meaning of these terms. Then it takes into consideration the changes of the labour market: difficulties with hiring employees and generation`s Y attitudes to work. According to the results of research on labour market, Polish companies should use the idea of "employer of choice" in practice.