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Employee pension programs in the employers’ branding strategy

Demographic changes taking place in many countries are contributing to deteriorating pension systems. In the near future, these systems may become insufficient in many countries, and may lead to a reduction in the amount of pension benefits. One way to reduce the risk of poverty for future retirees is for them to save for retirement in employee pension programs (EPPs). In developed countries, EPPs have become an HR policy and are included the employer branding strategy (EB). The main objective of the article is to indicate the place and relationship between the EB and EPPs. We assume that the perception of the relation between EPPs and EB differs as far as employers or employees are concerned. Another factor which may have significance in that evaluation is whether or not the organization offers an EPP to its employees. The results of research conducted among 151 respondents allowed the formulation of a few conclusions which may suggest the need for a different approach to work by employees and to recruitment policy by employers. According to the research, EPPs are perceived as a benefit offered to employees, and at the same time they are a part of the EB strategy. However, that perception depends on whether we ask employees or employers, or whether the company offers EPP programs or not.