ROLE OF EMPLOYER IMAGE IN THE FUNCTIONING OF CONTEMPORARY ENTERPRISES

This article examines questions related to company image in the enterprise's role as an employer. A definition is presented and discussions center on interpretations by various authors. Note is also taken of varied meanings assigned to such concepts as identity, personality, reputation, and brand. A classification of fragmentary employer images is also presented, where stress is placed on the occurrence of image gaps resulting from a different perception of the employer by various entities. Based on initial empirical research results, a further part of the article discusses the perception by Polish employees of their employers prior to the crisis and during its course. In conclusion, effects of a positive and negative impact of employee perception of the employer are presented, where attention is called to their broad range, which encompasses just about all areas of company operations.