This master's thesis deals with the analysis of the image of the Employer brand of global company on the local market in the Czech Republic. As a theoretical basis focuses on defining brand as such, its value and its management. The basic concepts of Employer Branding: Employer Brand, EVP and some tools for building external employers' brands were also defined. The aim of the thesis is to map attitudes of university students to the employer's brand of selected local branch of chosen global company. I also investigated whether the study of selected university affect student perceptions of the brand. In the practical part, the thesis deals with the analysis of the specific employer brand and external brand building tools. Questionnaire research is carried out among students and scatter analysis is used for the evaluation. Other research tools are case studies in the form of storytelling, analysis of free associations, and semantic differential. The results are proposed recommendations for the company based on the evaluation of the perception of the employer's brand and also the model of the ideal employer.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359146 |
| Date | January 2017 |
| Creators | Míchková, Lucie |
| Contributors | Dvořáková, Zuzana, Zajacová, Zuzana |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
Page generated in 0.0023 seconds