Strategiczna karta wyników jako narzędzie oceny siły marki pracodawcy

Abstract

The aim of the paper is to examine the extent to which the employer branding can use the Balanced Scorecard concept and to propose measures that provide information about the power of the employer brand. To achieve this objective the article presents: reflections on the benefits of the organization an employer of choice status, review of existing solutions for measuring the employer brand, the concept of Balanced Scorecard by R.S. Kaplan and D.P. Norton and the proposal of Balanced Scorecard for employer brand that uses achievements of human resources management, accounting and marketing.