Uloga reputacije poslodavca u zadržavanju talenata

master's thesis

• Title (english): The role of employer reputation in talent retention
• Author: Mia Jularić
• Mentor: Nina Pološki Vokić (mentor)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Maja Klindžić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Na sve konkurentnijim tržištima rada, privlačenje i zadržavanje talentiranih zaposlenika postaje glavna briga svake organizacije. Talentirani zaposlenici izvor su konkurentske prednosti i postaju oskudan resurs. Glavna svrha ovoga rada je utvrditi na koji način reputacija poslodavca utječe na zadržavanje talenata. U prvom dijelu rada, istraženi su različiti aspekti reputacije i važnosti izgradnje snažne marke poslodavca. Također, raspravlja se o pojmu talenta te izazovima u zadržavanju talentiranih zaposlenika. Prilikom pisanja su korišteni sekundarni izvori podataka koji uključuju knjige, brojne znanstvene i stručne članke, magistarske i doktorske radove te Internet. U drugom dijelu rada, provedeno je istraživanje stavova studenata o ulozi reputacije i brendiranja poslodavca u zadržavanju talentiranih zaposlenika. Rezultati istraživanja pokazuju kako reputacija poslodavca ima pozitivan učinak na zadržavanje talenata. Isto tako, pokazuje glavne razloge zbog kojih zaposlenici odlučuju ostati u organizaciji.

Abstract (english)

In increasingly competetive labour markets, attracting and retaining talented employees has become a prime concern of every organisation. Talented employees are source of competetive advantage and they have become a scarce resource. The main purpose of this study was to determine how employer reputation influences Talent Retention. In the first part of the study, different asspects of employer reputation and importance of building strong employer brand were investigated. Also, term of talent and challenges of talent retention are discussed. Secondary data sources have been used including books, numerous scientific and professional articles and the Internet. In the second part of the study, student's attitudes about the role of employer reputation and employer branding in talent retention were investigated. The results of the research show that good employer reputation has positive influence on talent retention. Also, they show the main reasons why talented employees decide to stay in organizations.

• Keywords: reputacija poslodavca; brendiranje poslodavca; talent; zadržavanje talenata
• Keywords (english): employer reputation; employer branding; talent; talent retention
• Language: croatian
• URN:NBN: urn:nbn:hr:148:817369
• 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: Access restricted to students and staff of home institution
• Created on: 2016-11-02 18:00:38