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    Published : 2025-09-26
    Vol. 53 No. 3 (2025)

    Employer Choice Among Polish Technical University Students: Values, Expectations, and the Role of Online Communication

    Iwona Wojciechowska

    https://orcid.org/0000-0003-0678-1066

    Natalia Kłubko

    https://orcid.org/0000-0003-1748-9300

    DOI: https://doi.org/10.18290/rns2025.0037

    Abstract

    The aim of this article is to identify and analyze the key factors determining employer selection among technical university students, with particular emphasis on organizational values, job expectations, and the role of digital communication. The study was conducted between 2023 and 2025 and comprised three stages: a pilot survey (n = 67), a quantitative online survey (n = 251), and nine in-depth interviews. The application of a mixed-methods strategy enabled data triangulation by combining quantitative results with qualitative insights. The findings indicate that students value not only job stability and attractive working conditions but also a trust-based culture, development opportunities, and authentic employer branding. Social media play a significant role in the process of evaluating potential employers and in shaping application decisions.

    Keywords:

    technical university students, employer choice, social media, employer branding, digital communication



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