The enhancement of the employer branding strategies of Polish hospitals through the detection of features which determine employer attractiveness: a multidimensional perspective

The results showed the importance of adapting employer branding strategies to the medical professional groups (doctors and nurses). This is because their perception of employers' attractiveness differ. In addition, elements of the profession genotypes play an important role in how the physicians and nurses value various factors creating the employers' attractiveness. The research also revealed the fact that top managers or HR specialists can wrongly identify the hospitals attractiveness since they are more quantitatively than qualitatively oriented. For this reason, they may implement inefficient EB strategies.