VAŽNOST SUSTAVNE IZGRADNJE MARKE POSLODAVCA ZA PRIVLAČENJE AKADEMSKI NAJUSPJEŠNIJIH STUDENATA

master's thesis

• Title (english): THE IMPORTANCE OF SYSTEMATIC EMPLOYER BRANDING FOR ATTRACTING ACADEMICALLY MOST SUCCESSFUL STUDENTS
• Author: Antonija Domšić
• Mentor: Nina Pološki Vokić (mentor); MBZ: 226003
• Committee member: Nina Pološki Vokić (predsjednik povjerenstva)
• Committee member: Maja Klindžić (član povjerenstva)
• Committee member: Ana Tkalac Verčič (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2021-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Tema ovog diplomskog rada važnost je sustavne izgradnje marke poslodavaca u privlačenju akademski najuspješnijih studenata. U ratu za talente pobjeđuje onaj poslodavac koji se potrudi razumjeti kako funkcioniraju pripadnici ciljne skupine i uspješno im prilagodi elemente vlastite poslodavčeve ponude vrijednosti. Poslodavci raznim aktivnostima nastoje utjecati na vlastitu privlačnost prema percepcijama potencijalnih, ali i trenutnih zaposlenika. Stvaranjem unikatne ponude vrijednosti za zaposlenike, poslodavci nastoje stvoriti presudnu vrijednost za kandidate kod donošenja odluke o prijavi za posao. Važnost teme je iznimna, što je vidljivo iz toga da se poslodavci korištenjem raznovrsnih aktivnosti izgradnje marke poslodavca nastoje približiti najboljim mladim talentima na početku njihove karijere, od kojih je najčešća ponuda programa pripravništva. U empirijskom dijelu rada osim ponude pripravništva, proučavaju se i ostale aktivnosti izgradnje marke poslodavca triju odabranih poduzeća iz Hrvatske koja se bave prodajom robe široke potrošnje. Kod analiziranih poslodavaca identificirani su sadržaji iz spektra aktivnosti izgradnje marke poslodavca koji su namijenjeni mladim i talentiranim pojedincima kako bi ih potaknuli na prijavu za posao. Cilj istraživanja bio je utvrditi provode li organizacije specifične aktivnosti izgradnje marke poslodavca usmjerene prema pribavljanju akademski najuspješnijih studenata. Pokazalo se da odabrani poslodavci iz Hrvatske shvaćaju važnost provođenja aktivnosti izgradnje marke poslodavca jer je utvrđeno da sve tri analizirane organizacije provode širok spektar aktivnosti izgradnje marke poslodavca usmjerene prema široj javnosti. Vanjskom analizom sadržaja simulirana je situacija u kojoj se nalazi mladi pojedinac u potrazi za poslom pa stoga nije bilo moguće utvrditi provode li poslodavci doista i aktivnosti izgradnje marke poslodavca usmjerene isključivo prema akademski najuspješnijim studentima. Iako nije bilo moguće potvrditi niti negirati provode li analizirani poslodavci specifične aktivnosti usmjerene privlačenju akademski najuspješnijih studenata, u radu se nude smjernice za unapređenje aktivnosti izgradnje marke poslodavca usmjerene specifično prema akademski najuspješnijim studentima.

Abstract (english)

The topic of this thesis is the importance of systematic employer branding for attracting the most academically successful students. The war for talent is won by the employer who makes an effort to understand how the members of the target group function and successfully adapts the elements of its own employee value proposition to them. Through various activities, employers try to influence their own attractiveness in the perception of potential and current employees. By creating a unique employee value proposition, employers seek to create a crucial value for candidates when making a decision to apply for a job. The importance of the topic is exceptional, which is evident from the fact that employers, by using various employer branding activities, strive to get closer to the best young talents at the beginning of their careers, among which the most common way is to offer an internship program. In the empirical part of the paper, in addition to the offer of internships, other employer branding activities of the three selected fast moving consumer goods companies from Croatia are studied. Among the analyzed employers, contents from the spectrum of employer branding activities were identified, which are intended for young and talented individuals in order to encourage them to apply for a job. The aim of the research was to determine whether organizations carry out specific employer branding activities aimed at attracting the most academically successful students. It was shown that the selected employers from Croatia understand the importance of implementing employer branding activities because the findings show that all three analyzed organizations carry out a wide range of employer branding activities aimed at the general public. External content analysis simulated the situation of a young individual looking for a job, so it was not possible to determine whether employers really carry out employer branding activities aimed exclusively at the most academically successful students. Although it was not possible to confirm or deny whether the analyzed employers carry out specific activities aimed at attracting the most academically successful students, the paper offers guidelines for improving employer branding activities aimed specifically at the most academically successful students.

• Keywords: izgradnja marke poslodavaca; obilježja današnjih studenata; Generacija Z; akademski najuspješniji studenti; Hrvatska
• Keywords (english): employer branding; characteristics of today's students; generation Z; academically most successful students; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:431631
• Study programme: Title: 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: Open access
• Created on: 2021-09-29 14:19:11