Abstract:
Polish healthcare providers already struggle with a defciency concerning human resources, especially
with regard to doctors and nurses. Because of this, efective HRM interventions should be taken in order to attract and
retain medical personnel. Employer branding is one such intervention because it not only results in improving the
organization’s reputation as an employer but also improving HRM practices. However, to create an efective employer
branding strategy, a contextual approach should be taken. Because of this, the aim of the study is to assess the impor tance of various factors infuencing medical personnel’s perception of a hospital’s attractiveness as an employer.
