Ewa Szkudlarek – författare

With the rise of a knowledge-based economy a change in the approach to the role of employees has come. This emphasised the pivotal role of human capital in business success, leading to a "war for talent," compelling organisations to enhance efforts to attract top talent. Employer branding has thus grown in significance. Initially rooted in human resources management, employer branding now incorporates interdisciplinary approaches combining brand, image, reputation and its impact on competitive advantage and strategic goals. Employers are increasingly viewing employer branding as crucial for attracting talent.Marked by a talent shortage, the IT industry is emblematic of employer branding’s importance as it faces unique challenges, which include the lengthy and costly process of training IT professionals and the globalised labour market driven by remote work. The COVID-19 pandemic further reshaped labour market dynamics, intensifying the need for effective employer branding.Strategic Employer Branding for IT Companies: An Interdisciplinary Perspective focuses on both theoretical analyses and practical tools for effective employer branding. The book proposes an interdisciplinary approach in a strategic context, addressing employer branding’s role in competitive advantage. The book:Reviews definitions and models of employer brandingIdentifies interdisciplinary areas supporting employer branding strategiesPresents a model for a strategic approach to employer brandingAnalyses in global terms the IT sector in Poland as a caseProvides practices, recommendations and tools for employer brandingThe book’s highlight is a proprietary employer branding model for the IT industry. Bridging theory and practice, this model offers valuable insights for international stakeholders,enriching academic literature and supporting strategic employer branding implementation. This book is a contemporary guide for researchers, practitioners and students on how to develop robust employer branding strategies.

With the rise of a knowledge-based economy a change in the approach to the role of employees has come. This emphasised the pivotal role of human capital in business success, leading to a "war for talent," compelling organisations to enhance efforts to attract top talent. Employer branding has thus grown in significance. Initially rooted in human resources management, employer branding now incorporates interdisciplinary approaches combining brand, image, reputation and its impact on competitive advantage and strategic goals. Employers are increasingly viewing employer branding as crucial for attracting talent.Marked by a talent shortage, the IT industry is emblematic of employer branding’s importance as it faces unique challenges, which include the lengthy and costly process of training IT professionals and the globalised labour market driven by remote work. The COVID-19 pandemic further reshaped labour market dynamics, intensifying the need for effective employer branding.Strategic Employer Branding for IT Companies: An Interdisciplinary Perspective focuses on both theoretical analyses and practical tools for effective employer branding. The book proposes an interdisciplinary approach in a strategic context, addressing employer branding’s role in competitive advantage. The book:Reviews definitions and models of employer brandingIdentifies interdisciplinary areas supporting employer branding strategiesPresents a model for a strategic approach to employer brandingAnalyses in global terms the IT sector in Poland as a caseProvides practices, recommendations and tools for employer brandingThe book’s highlight is a proprietary employer branding model for the IT industry. Bridging theory and practice, this model offers valuable insights for international stakeholders,enriching academic literature and supporting strategic employer branding implementation. This book is a contemporary guide for researchers, practitioners and students on how to develop robust employer branding strategies.

With the rise of a knowledge-based economy a change in the approach to the role of employees has come. This emphasised the pivotal role of human capital in business success, leading to a "war for talent," compelling organisations to enhance efforts to attract top talent. Employer branding has thus grown in significance. Initially rooted in human resources management, employer branding now incorporates interdisciplinary approaches combining brand, image, reputation and its impact on competitive advantage and strategic goals. Employers are increasingly viewing employer branding as crucial for attracting talent.

Marked by a talent shortage, the IT industry is emblematic of employer branding’s importance as it faces unique challenges, which include the lengthy and costly process of training IT professionals and the globalised labour market driven by remote work. The COVID-19 pandemic further reshaped labour market dynamics, intensifying the need for effective employer branding.

Strategic Employer Branding for IT Companies: An Interdisciplinary Perspective focuses on both theoretical analyses and practical tools for effective employer branding. The book proposes an interdisciplinary approach in a strategic context, addressing employer branding’s role in competitive advantage. The book:

Reviews definitions and models of employer branding Identifies interdisciplinary areas supporting employer branding strategies Presents a model for a strategic approach to employer branding Analyses in global terms the IT sector in Poland as a case Provides practices, recommendations and tools for employer branding

The book’s highlight is a proprietary employer branding model for the IT industry. Bridging theory and practice, this model offers valuable insights for international stakeholders,

enriching academic literature and supporting strategic employer branding implementation. This book is a contemporary guide for researchers, practitioners and students on how to develop robust employer branding strategies.

With the rise of a knowledge-based economy a change in the approach to the role of employees has come. This emphasised the pivotal role of human capital in business success, leading to a "war for talent," compelling organisations to enhance efforts to attract top talent. Employer branding has thus grown in significance. Initially rooted in human resources management, employer branding now incorporates interdisciplinary approaches combining brand, image, reputation and its impact on competitive advantage and strategic goals. Employers are increasingly viewing employer branding as crucial for attracting talent.

Marked by a talent shortage, the IT industry is emblematic of employer branding’s importance as it faces unique challenges, which include the lengthy and costly process of training IT professionals and the globalised labour market driven by remote work. The COVID-19 pandemic further reshaped labour market dynamics, intensifying the need for effective employer branding.

Strategic Employer Branding for IT Companies: An Interdisciplinary Perspective focuses on both theoretical analyses and practical tools for effective employer branding. The book proposes an interdisciplinary approach in a strategic context, addressing employer branding’s role in competitive advantage. The book:

Reviews definitions and models of employer branding Identifies interdisciplinary areas supporting employer branding strategies Presents a model for a strategic approach to employer branding Analyses in global terms the IT sector in Poland as a case Provides practices, recommendations and tools for employer branding

The book’s highlight is a proprietary employer branding model for the IT industry. Bridging theory and practice, this model offers valuable insights for international stakeholders,

enriching academic literature and supporting strategic employer branding implementation. This book is a contemporary guide for researchers, practitioners and students on how to develop robust employer branding strategies.

How does Generation Z in Central and Eastern Europe engage with brands, make purchasing decisions, and develop long-term brand loyalty? The monograph discusses the unique consumer behaviors of this influential cohort, by analyzing the key determinants that shape their brand relationships. With Gen Z redefining market dynamics, it provides essential insights for academics and industry professionals seeking to understand and navigate this evolving landscape.Grounded in the Central and Eastern European (CEE) context, the book offers insights into regional market dynamics and consumer behaviors. Through theoretical analysis and empirical research, it explores the evolution of brand loyalty, tracing its shift from traditional approaches to the complexities of the digital age. Through an interdisciplinary approach, it bridges insights from marketing, consumer behavior, and digital advancements, offering comparative perspectives on brand strategies. Empirical research conducted in the CEE region further elucidates the specific patterns of brand loyalty among Gen Z consumers, supported by interviews from brand professionals that deepen the analysis of successful brand strategies.The book equips academics, marketing practitioners, and brand strategists with insights and actionable recommendations for fostering long-term consumer engagement in an increasingly competitive and digitalized marketplace. It will be of particular interest to scholars and researchers in marketing, consumer behavior, and brand management.

How does Generation Z in Central and Eastern Europe engage with brands, make purchasing decisions, and develop long-term brand loyalty? The monograph discusses the unique consumer behaviors of this influential cohort, by analyzing the key determinants that shape their brand relationships. With Gen Z redefining market dynamics, it provides essential insights for academics and industry professionals seeking to understand and navigate this evolving landscape.Grounded in the Central and Eastern European (CEE) context, the book offers insights into regional market dynamics and consumer behaviors. Through theoretical analysis and empirical research, it explores the evolution of brand loyalty, tracing its shift from traditional approaches to the complexities of the digital age. Through an interdisciplinary approach, it bridges insights from marketing, consumer behavior, and digital advancements, offering comparative perspectives on brand strategies. Empirical research conducted in the CEE region further elucidates the specific patterns of brand loyalty among Gen Z consumers, supported by interviews from brand professionals that deepen the analysis of successful brand strategies.The book equips academics, marketing practitioners, and brand strategists with insights and actionable recommendations for fostering long-term consumer engagement in an increasingly competitive and digitalized marketplace. It will be of particular interest to scholars and researchers in marketing, consumer behavior, and brand management.