Utjecaj karakteristika objava na društvenim mrežama na percepiju poslodavca

master's thesis

• Title (english): The influence of social media post characteristics on employer brand perception
• Author: Patricia Vlatković
• Mentor: Goran Vlašić (mentor)
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Tomislav Hernaus (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Poslodavcima je od iznimne važnosti zaposliti kvalitetan ljudski kadar kao temelj stjecanja konkurentske prednosti. Rad objašnjava marku poslodavca na čijoj izgradnji mora raditi gotovo svaki poslodavac, definira se povezanost marke poslodavca s markom organizacije i markom proizvoda te se objašnjava što utječe na percepciju marke poslodavca. U tom kontekstu objašnjava se uloga društvenih mreža i kako poslodavac može osnažiti svoju marku putem aktivnosti na društvenim mrežama. Za potrebe provođenja istraživanja definirano je pet karakteristika objava poslodavaca na društvenim mrežama kako bi se mogao mjeriti njihov utjecaj na pozitivnost percepcije marke poslodavca. Rad sadrži rezultate istraživanja provedenog putem online ankete u kojem zaključujemo kako sve varijable utječu pozitivno na zavisnu, no rezultati pokazuju da informativnost sadržaja i konzistentnost komunikacije najviše utječu na pozitivnost percepcije marke poslodavca, dok razina aktivnosti na društvenim mrežama ne predviđa statistički značajan utjecaj.

Abstract (english)

Nowadays, it is extremely important for employers to hire high-quality human resources in order to gain competitive advantage. The thesis explains what the term employer brand is and discussed how important it is for employers to continuously work on building their own brand. Since the employer brand is linked with, and depends on corporate and product brand, the thesis explains how they are interconnected. It also defines influencing factors of one’s perception of the employer brand and highlights the components of employer brand perception. The second part of the thesis explains the role of social networks and the opportunities for organizations to strengthen their brand. The study was conducted to explore the perception of students on employer brands through an online questionnaire. For the purpose of research, five key characteristics of employers' social media posts were defined in order to measure their influence on employer brand perception. In the study, all variables have shown positive impact on the depedent variable. The results show that social media content and communication consistency influence the perception of employer brand the most, while the level of activity on social media does not have significant influence.

• Keywords: marka poslodavca; ljudski resursi; kompetitivna prednost; percepcija; društvene mreže; karakteristike objava na društvenim mrežama
• Keywords (english): employer brand; human resources; competitive advantage; perception; social networking; social media posts characteristics
• Language: croatian
• URN:NBN: urn:nbn:hr:148:386524
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2019-09-19 16:23:55