Employer branding determinants in an agile organization - analysis of own research

Purpose: The aim of the article is to analyze the determinants of employer branding in agile organizations and to understand their impact on building the image of an attractive employer. The study focuses on identifying key elements, such as flexible forms of work, the use of modern technologies, a culture of openness and quick response to employee needs. Design/methodology/approach: The research was based on a survey conducted in April-May 2023 among 303 respondents. The collected data was analyzed using multivariate correspondence analysis (MCA), which enabled the identification of relationships between individual employer branding determinants and their perception by respondents. Findings: The results of the study indicate that the flexibility of the organization, the use of modern technologies and the culture of openness are key factors influencing the attractiveness of the employer. Employees particularly value flexible forms of work and an innovative approach to management, which has a significant impact on their commitment and satisfaction. Research limitations/implications: The study is limited by the use of only one research tool, which was a survey, and the focus on a sample limited to 303 respondents. Further research could take into account a broader international context and more diverse research methods, such as in-depth interviews or qualitative analysis. Practical implications: The study results provide practical advice for organizations that want to increase their attractiveness as employers. It is recommended to implement flexible solutions, support a culture of openness and use modern technologies in team management. Social implications: Building strong employer branding in agile organizations contributes to improving the quality of the work environment, supports employee development and increases their integration with the values of the organization. Activities in this area can also positively influence sustainable social development by creating more responsible and inclusive workplaces. Originality/value: The article provides an original perspective on employer branding in the context of agile organizations, integrating theoretical perspectives with empirical research results. It is a significant contribution to the development of knowledge on building employer branding in a dynamic business environment.