This graduation theses concerned with creation of human resource branding. The teoretical part is based on the general plane of this theme, given notion and context focused on the importace. The human resource branding was in past a overlooked branch in the company s strategy, which is now increasingly used for the development of companies. While processing was drawn from professional Czech and foreign literature. On the issue was seen both in terms of personnel management in the field of employer branding focuses on current and potential future employees. Correspondingly, a stable position in the labor market. The second is the strategic management and marketing, where it is mostly about brand perception among consumers and company, linking brand and man in the organization. Mention is also beneficial use of advertising in brand building. Practical part of theses is oriented to Goodmills Česko s.r.o. company. The aim of this thesis is to define an effective employer branding strategy for the mentioned organization. When processing the issue to take into account several factors, mainly the issue of marginalization
of employer branding by Czech companies that use outdated and mostly already outdated tools, which do not help to improve their competitiveness in the labor market. To determine the current status questionnaire survey was used both by staff and by management. Furthermore, a survey was conducted in the vicinity of society, as seen in the labor market and potential employees.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:260247 |
| Date | January 2016 |
| Creators | Diasníková, Kateřina |
| Contributors | Urbancová, Hana, Eva, Eva |
| Publisher | Česká zemědělská univerzita v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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