Marta Adamczyk

Research Purpose. The objective of this article is to delineate the conceptual and operational parameters of 'employer branding' within the context of research in private universities in Poland, i.e. Higher Educational Institutions (HEIs), through the lens of sustainable university management. The study has an exploratory purpose. Design/Methodology/Approach. The research assumptions were developed based on the analysis of secondary sources. A quantitative method was used, consisting of a CAWI survey and direct, paper-based interviews. The sample size was determined based on the number of all 19 private academic universities in Poland at the time that were invited to participate in the study. Quantitative research was conducted from 2019 to 2022. The results were additionally verified using qualitative methods, observing the websites of private universities and five personal study visits. The qualitative research was conducted from October 2022 to June 2023. Findings. A prevalent trend observed across all categories evaluated in the empirical investigations presented in the article permits the formulation of the assumption that respondents exhibit an absence of a definitive opinion regarding the issue of university employer branding. Originality/Value/Practical Implications . The utilisation of employer branding as a contemporary instrument for the dissemination of an organisation's image is attributable to the limited propagation of this concept and its associated elements within the market milieu. This concept represents a relatively novel area of investigation, necessitating more intensive exploration. The research conducted facilitated the delineation of various aspects concerning both the external and internal representation of private academic universities' public image. Concurrently, new exploratory domains emerged.

Subject of study: The main goal of this study is to analyze the role of emotional intelligence in the conditions of the "global economy" it plays in creating a career path and more effective work. Digital transformation in the global labor market causes modern careers to be unpredictable, variable and international. The subject of the research are the issues of individual managers in connection with the social environment and their impact on building emotional intelligence in the development of contemporary careers. The article discusses the impact of emotional intelligence on building social interactions in a work environment affecting the development of professional career and mutual connections in team cooperation. The goal was achieved based on the query of national and foreign literature, remaining in a direct relationship with the subject of the study. Research goal. The main purpose of the study is to present selected aspects of building and developing emotional intelligence in the individual aspect of managers and surrounded by the social and professional environment. A role analysis was carried out in the development of emotional intelligence of factors affecting social activity and task and creativity of managers. The impact of these factors on the unit both internally and externally and mixed on the basis of source data as well as the results of domestic and foreign scientific research was discussed on the basis of research. Key words: emotional intelligence, work environment, professional career, manager