Perceptions of Remote Work as a Benefit in Employer Branding: Organizational, Economic, and Legal Perspectives in Poland
Purpose: Before the COVID-19 pandemic, remote working was one of the most attractive benefits offered to employees in Poland. From a prestigious solution available only to a select few, it became a form of work that a significant proportion of employees were able to take advantage of during the pandemic. This experience allowed both employees and employers to better understand the advantages and disadvantages of this form of work organisation. This article analyses how the perception of remote work changed in both groups in the context of employer branding. Design/Methodology/Approach: In order to verify whether remote work is still a highly desirable benefit among Polish employees, the following research hypothesis was formulated: Poles' negative experiences with remote work are changing their perception of it as an attractive employee benefit, resulting in a declared willingness to work in this system only to a limited extent. To verify this hypothesis, desk research was used to analyse the literature and the results of numerous studies on the perception of remote work during the period under review. An empirical-functional method was used to conduct a comparative analysis of legal regulations concerning remote work, covering the legal framework before and after the introduction of the new definition. Findings: The results showed that the perception of remote work in Polish organisations has changed significantly. After the experiences of the pandemic period, it is no longer treated as a unique benefit available to the few, but has become part of everyday economic life – one of the equivalent forms of work to which employees now have broader and more democratic access thanks to new legal regulations. As a result, the perception of remote work as a benefit needs to be revised – it is no longer a factor that distinguishes an employer's brand, but an expected market standard. At the same time, research shows that Polish employees are most likely to choose a hybrid model, which allows them to combine the flexibility and autonomy of remote work with the need for direct social and organisational contact in the workplace. Practical Implications: The research results provide practical guidance for employers and HR professionals on designing benefit strategies in companies. They indicate that remote work should no longer be treated as a full-fledged benefit that distinguishes an employer's brand, but as a standard element of an employment offer. Originality/value: The article makes an original contribution to the literature on employer branding by showing how remote working has evolved from an exclusive benefit to a standard element of employment policy. The use of an integrated organisational, economic, and legal perspective allows us to understand the change in the perception of this employer branding tool. The results of the study can form the basis for further analysis.