prikaz prve stranice dokumenta Percepcija studenata o važnosti jačanja marke poslodavca (employer brendinga)
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undergraduate thesis
Percepcija studenata o važnosti jačanja marke poslodavca (employer brendinga)
2024. urn:nbn:hr:146:192965
Gudelj, Petra
VERN University

Cite this document

Gudelj, P. (2024). Percepcija studenata o važnosti jačanja marke poslodavca (employer brendinga) (Undergraduate thesis). Zagreb: VERN University . Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:192965

Gudelj, Petra. "Percepcija studenata o važnosti jačanja marke poslodavca (employer brendinga)." Undergraduate thesis, VERN University , 2024. https://urn.nsk.hr/urn:nbn:hr:146:192965

Gudelj, Petra. "Percepcija studenata o važnosti jačanja marke poslodavca (employer brendinga)." Undergraduate thesis, VERN University , 2024. https://urn.nsk.hr/urn:nbn:hr:146:192965

Gudelj, P. (2024). 'Percepcija studenata o važnosti jačanja marke poslodavca (employer brendinga)', Undergraduate thesis, VERN University , accessed 17 October 2024, https://urn.nsk.hr/urn:nbn:hr:146:192965

Gudelj P. Percepcija studenata o važnosti jačanja marke poslodavca (employer brendinga) [Undergraduate thesis]. Zagreb: VERN University ; 2024 [cited 2024 October 17] Available at: https://urn.nsk.hr/urn:nbn:hr:146:192965

P. Gudelj, "Percepcija studenata o važnosti jačanja marke poslodavca (employer brendinga)", Undergraduate thesis, VERN University , Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:146:192965

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Metadata
TitlePercepcija studenata o važnosti jačanja marke poslodavca (employer brendinga)
Title (english)Student's perception on the importance of employer branding
AuthorPetra Gudelj
MentorMirela Holy (mentor)
GranterVERN University
Zagreb
Defense date and country2024-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Abstract
Tema ovog rada je analiza istraživanja kojim se željelo pomnije istražiti perspektivu studenata o važnosti employer brendinga, odnosno jačanja marke poslodavca. U prvom je dijelu predstavljena definicija i razvoj samog pojma do današnjeg digitalnog doba, koje ga je uvelike promijenilo. U teorijskom dijelu rada također su prikazane i različite vrste sadržaja koje jačaju marku poslodavca, platforme koje služe upravo tome i prednosti implementiranja employer brendinga kao strategije u korporativnom oglašavanju. Istraživanje je provedeno u razdoblju od 27. kolovoza 2024. do 1. rujna 2024. godine na uzorku od 150 ispitanika koji su riješili anketni upitnik u formi Google obrasca. Zaključak istraživanja je da tek polovica studenata sa sigurnošću može tvrditi da zna što pojam „jačanje marke poslodavca“ uopće znači, za trećinu ispitanika društvena je vrijednost najvažnija komponenta u procesu donošenja odluke o zapošljavanju pri čemu ih je nekolicina čak i koristila platforme za recenziju poslodavaca, većina ih detaljno prouči sve informacije o poslodavcu koje su dostupne online, a presudan je faktor u odluci stjecanje dojma o tome na kakvu je glasu tvrtka. Također, pokazalo se da nepostojanje internetske stranice i drugih digitalnih kanala tvrtke dio ispitanika smatra velikim propustom, a dio to uopće ne smatra bitnim propustom tvrtke. Negativne recenzije poslodavaca ponukale bi dio sudionika istraživanja da obustave prijavu za posao, dok na drugi dio ispitanika to ne bi imalo nikakav utjecaj.
Abstract (english)
The topic of this paper is the analysis of research aimed at the perspective of students on the importance of employer branding. The first part of the paper presents the definition and development of the concept up to today's digital age, which has significantly transformed it. The theoretical section also outlines various types of content which enhance the employer's brand, platforms designed precisely for this purpose and the advantages of implementing employer branding as a strategy in corporate advertising. The research was conducted from August 27th to September 1st, 2024, among 150 students who completed a Google form survey. The research concludes that only half of the students can confidently state they understand what the term "employer branding" actually means. Social value is the most important factor in the decision-making process for one-third of the respondents, and some have even used employer review platforms. Most of them thoroughly research all information about the employer available online, with the company's reputation being a crucial factor while deciding where to apply for a job. The lack of a company website and other digital channels is considered a significant disadvantage by some, while others find it irrelevant. Negative employer reviews will stop some participants from applying for a job, while others, unaffected by them, will continue.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:146:192965
Study programmeTitle: Cyber Communications and Network Science
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/bacclaurea) cyber komunikacije i mrežnih znanosti (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/bacclaurea) cyber komunikacije i mrežnih znanosti)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-09-26 13:42:21