Agric. Econ. - Czech, 2017, 63(5):217-227 | DOI: 10.17221/338/2015-AGRICECON

Employer branding in the agricultural sector: making a company attractive for the potential employeesOriginal Paper

Hana URBANCOVA*,1, Petr RICHTER2, Lenka KUCIRKOVA3, Martina JARKOVSKA3
1 Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Prague, Czech Republic
2 Department of Forestry Economics and Management, Faculty of Forestry and Wood Sciences, Czech University of Life Sciences Prague, Prague, Czech Republic
3 Department of Languages, Faculty of Economics and Management, Czech University of Life Sciences Prague, Prague, Czech Republic

The specificity of the agricultural sector (seasonality, the methods of obtaining human resources and so on) affects the situation in the labour market. The demand of agriculture companies for qualified workers is relatively high; unfortunately, people still prefer to work in the related or other fields where they have more suitable work conditions related. Building the brand of the employer, improving the awareness of the public and increasing the loyalty of the present employees can raise the offer of vacancies and obtain new qualified employees. The aim of the paper is to identify the benefits of human resource branding in businesses arising therefrom. A partial aim is to identify the present key managerial challenges of agriculture businesses. In the work, the data collected from a questionnaire survey (n = 108) were used together with the information from the Czech Statistical Office, in the opinion of which the labour market in the agricultural sector does not exhibit a positive trend. As a part of the evaluation, a factor analysis was carried out identifying three categories of benefits (the stabilisation of workers, organisational processes, and other benefits) crucial for the employer branding in agriculture.

Keywords: agriculture companies, competitive advantage, employees, human resource branding, labour market

Published: May 31, 2017  Show citation

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URBANCOVA H, RICHTER P, KUCIRKOVA L, JARKOVSKA M. Employer branding in the agricultural sector: making a company attractive for the potential employees. Agric. Econ. - Czech. 2017;63(5):217-227. doi: 10.17221/338/2015-AGRICECON.
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