E-sports and its role for Employer branding

Nghi Duy Vu

Bachelor's thesis

eSports And Its Role in Employer Branding

Abstract:

This study investigates the impact on the Employer Branding of one company with the involvement in eSports. By understand the connection between eSports and em- ployer branding, company provides suitable strategy accordingly to increase their inner employer branding amongst the current employees, as well as increase the possibility to approach the potential talents. The investigated objectives of the study are rewritten to following research questions: (1) Do eSports fans prefer to work in company with involvement in eSports? and (2) What is the impact of eSports on Em- ployer Branding of one company? To achieve the objectives, the study released a practical survey towards eSports fans on social media platforms, and by applying statistical test: Chi-squared test of independence and analyzing the responded data, the answers are drawn. It is expected that through the study, company see the po- tential of eSports in the context of enhancing its employer branding strategy both internally and externally.

Abstract:

This study investigates the impact on the Employer Branding of one company with the involvement in eSports. By understand the connection between eSports and em- ployer branding, company provides suitable strategy accordingly to increase their inner employer branding amongst the current employees, as well as increase the possibility to approach the potential talents. The investigated objectives of the study are rewritten to following research questions: (1) Do eSports fans prefer to work in company with involvement in eSports? and (2) What is the impact of eSports on Em- ployer Branding of one company? To achieve the objectives, the study released a practical survey towards eSports fans on social media platforms, and by applying statistical test: Chi-squared test of independence and analyzing the responded data, the answers are drawn. It is expected that through the study, company see the po- tential of eSports in the context of enhancing its employer branding strategy both internally and externally.

Keywords

eSports, competitive video games, electronic game competition

Keywords

eSports, competitive video games, electronic game competition

Language used: English

Date on which the thesis was submitted / produced: 3. 1. 2024

Thesis defence

• Date of defence: 23. 1. 2024
• Supervisor: doc. Ing. Hana Stojanová, Ph.D.
• Reader: Veronika Blašková, Ph.D.

Mendel University in Brno

Faculty of Business and Economics

Bachelor programme / field / specializace:
Economics and Management / Business Economics and Management / International Business