Employer Branding; influencing student perception by campus management activities

Martin Strnad

Master's thesis

Abstract:

Cílem této diplomové práce je definovat employer branding koncept a jeho vztah ke campus managmentu,tedy aktivitám, které společnosti podnikají za účelem prezentování se studentům. Teoretický výzkum zachycuje marketingovou esenci brandingu a dále jí rozvýjí do rámce employer brandingu. Další výzkum se zaměřil na možné campus management aktivity. V praktické části je zkoumána popularita a efektivita těchto aktivit. K tomuto účelu sloužilo několik studentských průzkumů, rozhovory s odborníky z praxe a vlastní zkušenost autora. Výsledek slouží jako základ pro doporučení úpravy campus management strategie firmy.

Abstract:

The target of this thesis was to define the concept of employer branding and its relation to campus management, the activities companies do in order to attract students and promote themselves as quality employers. The theoretical research captures the marketing essence of branding and further develops it into the employer branding framework. Further research focussed on possible campus management activities. In the practical part the popularity and effectiveness of the activities were tested through several student surveys, expert interviews and own experience of the author. The result forms a basis for a recommendation of campus management strategy adjustment.

Keywords

Employer branding, Recruitment, Lidské zdroje, Campus management, Stáže

Keywords

Campus management, Recruitment, Internship, Employer branding, Human resources

Language used: English

Date on which the thesis was submitted / produced: 20. 3. 2012

Thesis defence

• Date of defence: 23. 1. 2013
• Supervisor: Daniela Pauknerová
• Reader: Martina Budišová

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Management