Traditional and Modern Sources of Information “Serving” the Image of the Public Employer – A Generational Perspective

Abstract

Abstract The image of public organizations as employers, including security institutions such as the Polish Army, is an intangible, subjective and changeable aspect, which is shaped, among other things, using modern and traditional communication platforms. The preference of information sources is an important issue in the process of employer branding, as the selection and use of the right sources of information allows to effectively inform target groups, increase the level of knowledge about the attributes of the military as an employer, eliminate misinformation and respond more quickly to image crises. With the above in mind, the purpose of the conducted research was to identify the sources of information about the military used by representatives of three generations operating in the modern labor market, including the search for a relationship between the level of attractiveness of the Polish Army and the sources of information used by the public. The conducted research aimed to show how important it is to know the target groups, their preferences, and needs, in the context of the process of building the image of a public institution as an attractive employer.