International Employer Branding: A Comparative Analysis and Evaluation of Global Strategies in Multinational Corporations

Malin Kasselmann

Bachelor's thesis

Abstract:

The thesis delves into the intricacies of international Employer Branding within multinational corporations (MNCs), exploring its significance, strategies, and practical implications. Through a comprehensive review of literature and case studies of prominent MNCs like Google, IBM, and Unilever, key findings emerge. The literature review underscores the critical role of Employer Branding in today's competitive global workplace, emphasizing its importance in attracting and retaining top talent. A cohesive global Employer Brand, aligned with organizational values, is deemed essential for MNCs expanding internationally. Effective communication of the Employer Value Proposition (EVP) and recruitment marketing strategies are identified as vital components. The case studies provide insights from comparative evaluations of Employer Branding strategies among MNCs, showcasing diverse approaches tailored to organizational objectives and culture. The importance of aligning Employer Branding with organizational values and tracking metrics like employee satisfaction and retention is highlighted. In summary, the thesis underscores the significance of Employer Branding in shaping organizational performance and competitive advantage globally. It offers practical implications for MNCs, suggesting strategies for enhancing Employer Branding initiatives through fostering diversity, leveraging technology, and aligning with organizational goals. Acknowledging limitations such as sample size and the need for further research on cultural variations' impact, the thesis calls for continued exploration of Employer Branding effectiveness and emerging trends in digital media usage. Overall, it provides valuable insights into global Employer Branding strategies and their implications for organizational success.

Keywords

international Employer Branding, Employer Branding Strategies, Comparative Analysis of Global Strategies of Employer Branding

Language used: English

Date on which the thesis was submitted / produced: 9. 5. 2024

Thesis defence

• Date of defence: 31. 5. 2024
• Supervisor: doc. Ing. Karel Tomšík, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Business Administration