Zaposlenici kao ambasadori marke poslodavca

master's thesis

• Title (english): Employees as ambassadors of employer brand
• Author: Maja Perić
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Dubravka Sinčić Ćorić (predsjednik povjerenstva)
• Committee member: Nina Pološki Vokić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-11-03, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Zaposlenici su najvažniji resurs svakog poduzeća, te mogu imati veliki utjecaj na stvaranje pozitivne ili negativne slike o poslodavcu u očima javnosti. Uloga marke poslodavca je privući i zadržati kvalitetne zaposlenike, pa je važno ulagati u zaposlenike koji će svoje zadovoljstvo prenositi drugima. S obzirom na to da je danas konkurencija sve veća, jako je važno saznati što buduće zaposlenike privlači kod određenog poslodavca, odnosno što može utjecati na njihovu odluku prilikom prijave za posao. Cilj rada bio je istražiti koliki utjecaj ima oglašavanje poslodavca i preporuka zaposlenika na odluku o prijavi kandidata za posao te pružiti spoznaje o međusobnoj povezanosti marke poslodavca i zaposlenika. Pomoću anketnog upitnika provedeno je primarno istraživanje te su konačni rezultati pokazali da preporuka zaposlenika ipak ima veći utjecaj na prijavu kandidata za posao.

Abstract (english)

The aim of this paper is to point out the role of ambassadors that employees have and their importance for the employer brand. Employees are the most important resource of any company, and can have a big impact on creating a positive or negative image of the employer in the eyes of the public. The final goal of an employer brand is to attract and retain quality employees, and in order to reach that goal, it is important to invest in employees who will pass on their satisfaction to others. Given that the competition is increasing today, it is very important to find out what attracts future employees to a particular employer, or what have an influence on their decision when they are applying for the job. The aim of the paper was to investigate the impact of employer advertising and employee recommendations on the decision to apply for a job and to provide insights into the relationship between the employer brand and employee. The primary research was conducted with a survey questionnaire and the final results showed that the employee's recommendation still has a grater impact on job applications.

• Keywords: zaposlenici; marka poslodavca; preporuka; oglašavanje
• Keywords (english): employees; employer branding; recommendation; advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:148:351476
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2020-11-03 10:33:18