Abstract:

In the economic situation of today, businesses are required to take various actions to increase their attractiveness or to distinguish them from the competition. The need for competition affects typical marketing areas, as well as those related to the acquisition and maintenance of the company's strategic resources, in particular – employees. Companies build and cater to their image, not only as an attractive products or services provider, but also a reliable employer. An employer branding strategy can be a tool supporting the organisations in these activities. The organisations, aware of their impact on society and the environment, increasingly take into account the principles of corporate social responsibility (CSR) in connection with their business. The aim of the study is to draw attention to issues related to shaping the image of the organisation as an attractive employer, particularly with the use of social factors.