Agnieszka Izabela Baruk - The 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.

Anna Dewalska-Opitek - Six Principles of Creating an Integrated Company Image
Creating an integrated company image is a way to meet market competition. Organizations are glad to take up image-related actions with respect to external customers, but also vital is the molding of the image of the company as an employer. Studies of topical literature and direct research results demonstrate the ability to build a corporate image in both areas (external and internal) on the basis of universal principles. In practice, this leads to the creation of an integrated, comprehensive company image.

Joanna Cewińska, Małgorzata Striker, and Katarzyna Wojtaszczyk - Creating Employer Image through Personnel Policy Instruments
This article introduces the matter of employer branding. It concentrates on selected aspects of personnel policy (considered a tool in shaping the employer’s image): attracting staff, introduction to work, motivation, employee development, communications, and molding working conditions. Employee opinions relating to the personnel policies implemented in the companies where they work - the results of own researc - are presented.

Monika Kantowicz-Gdańska - Employer Branding: Questions of Definition and Model
Employer branding is a topic that has been gaining in importance over recent years. However, it has yet to be precisely defined in scientific literature, especially in Polish literature. This article is an effort at explaining the matter of the definition. Two proposed models encompassing the question of shaping the employer’s image have also been compared. The expanded content of this article forms a chapter in the book entitled Komunikacja społeczna a wyzwania współczesności [Social communication and the challenges of today] as edited by Dr. Dorota Majka-Rostek of the University of Wrocław, which shall soon appear on bookshelves.

Monika Kantowicz-Gdańska and Dominik Szumowski - A Strategy for Strengthening Employer Brand and Image (McDonalds’s Polska)
This paper presents McDonald’s action strategy aimed at strengthening the brand as well as the image of the company as an employer. The discussion looks at organizational challenges in the area of employer branding and key strategy assumptions as well as the process of planning and implementation. Some of the solutions described in this material may be treated as models, some are innovative in character and may come to be viewed as best practice for other organizations hoping to be successful in strengthening their image as an employer.

Monika Kantowicz-Gdańska and Marta Radzińska - Employer Image Campaign for the Military Police: Ideas and Implementation
This paper contains a description of an employer image campaign for the Military Police. The material contains a presentation of the background of this project as well as its key assumptions. Also discussed are the specifics of the organization, its competition on the employment market, and the image action plan. An important part of the article is the description of the reasons behind the suspension of campaign implementation as well as conclusions for other organizations-not only military ones, but also civilia-planning to undertake operations strengthening their image as employers.

Joanna Jończyk - The Role of the Personnel Department in Shaping Organization Image: Empirical Pilot Study Results
The aim of this paper is to evaluate personnel services input aimed at molding the image of the organization. ?The paper presents the results of a pilot study conducted in June of 2009 on fifty-five workers from three medium-size enterprises from the Podlasie Voivodeship [province]. The opinion of the respondents is that the personnel department’s contribution in providing human resource management is generally low, which in its turn translates into an unsatisfactory image of the organization. Thus, there is an urgent need for personnel departments to take actions aimed at improving the level of human resource management so as to achieve employee satisfaction while simultaneously working to improve the image of the examined organization.

Kzysztof R. Nowakowski -The Media and Public Relations
This text presents the assumptions and results of poll–based research conducted in 2008 on the ethical aspects of work in public relations, with special stress on relations with the media.

Emilia Soroko - An Assessment of Candidate Auto-presentation Methods Based on the Cover Letter
The cover letter as an element of the first stage of recruitment is an opportunity for the applicant to make an impression on the recruiter. The objective of this article is empirical exploration of auto-presentation strategies, illustration of measures applied by the author of the cover letter, and a sketch of the psychological situation of the applicant in the context of the auto-presentation process. The article shows a fragment of the system for categorizing the auto–presentation methods of cover letters that emerged as a result of a quality inductive analysis of content as well as the deductive application of such categories on a selected cover letter example.

Łukasz Sułkowski –- Social Science Paradigms in Human Resource Management
The proposal to apply four paradigms from the social sciences to human resource management as presented in this article has significant consequences with respect to both the theory and practice of that discipline. Primarily, each of the paradigms is based on a different cognitive basis. Thus, a critique of the concept should be conducted from two points of view: that of the same paradigm and of another paradigm. The awareness of this multifariousness leads to a better understanding of seemingly "unscientific" positions and concepts that operate on the foundations of another paradigm. Consideration of the same problem may be conducted on a basis of other paradigms, which invites the genesis of creative, if somewhat paradoxical, consequences for staff management.

Rafał Krupski, Jerzy Niemczyk, and Ewa Stańczyk-Hugiet, Koncepcje strategii organizacji [Organization strategy concepts] - Janusz Strużyna
Kazimierz Jaremczuk (Editor), Uwarunkowania przedsiębiorczości - różnorodność i zmienność [Conditions for entrepreneurship: variety and variability] - Jan Lichtarski
Małgorzata Sidor-Rządkowska (Editor), Coaching: Teoria, praktyka, studia przypadków [Coaching: theory, practice, and case studies] - Justyna Musiał-Kądziela
Piotr Bohdziewicz, Kariery zawodowe w gospodarce opartej na wiedzy (na przykładzie grupy zawodowej informatyków) [Professional Careers in a Knowledge Based Economy (The Example of the Group of Professional Information Scientists)] - Bogusława Urbaniak

Employer Image: A Selection of Literature - Ewa Wyglądała

CEE Management: Conflicts, Friction, and Paradoxes - Alicja Miś Jubilee 10th Staff Congress Behind Us - Monika Nowacka-Sahin