Green personnel strategy as an employer branding tool

Abstract

Objectives The aim of the research was to assess the importance of activities implemented as part of the green personnel strategy for building the employer's image on the labor market. Material and methods The research was conducted using the diagnostic survey method with the use of a questionnaire and covered 154 respondents who were students of Siedlce University. Results The research confirmed that the “green” image of the organization is important in the process of acquiring human capital for the organization. Research has shown that it is important for young job candidates to shape pro-environmental behavior in the workplace, organize training to improve "green" competences and reward employees for their participation in the implementation of ecological projects. Conclusions In the course of the research, it was established that the green image of the organization is important in the process of attracting representatives of the Z generation. At the same time, practices related to the green personnel policy are still relatively rarely used in practice. However, green recruitment was not implemented in any of the surveyed entities. The obtained results allow to formulate the conclusion that Polish managers do not fully use the potential of the green personnel strategy in the process of building the image of the organization on the labor market. This may be due to the lack of awareness of the importance of such a strategy among managers or financial factors. The obtained results may be useful for the management staff in the process of designing activities aimed at improving the effectiveness of managing the employer's image on the labor market. This article also contributes to the promotion of a green personnel strategy in Polish organizations, which, as research shows, is implemented to a limited extent.

Keywords

• management
• employee
• employer branding
• generation z
• green personnel strategy