Original title: Employer Branding; influencing student perception by campus management activities
Translated title: Employer Branding; influencing student perception by campus management activities
Authors: Strnad, Martin ; Pauknerová, Daniela (advisor) ; Budišová, Martina (referee)
Document type: Master’s theses
Year: 2012
Language: eng
Publisher: Vysoká škola ekonomická v Praze
Abstract: [eng] [cze]
The target of this thesis was to define the concept of employer branding and its relation to campus management, the activities companies do in order to attract students and promote themselves as quality employers. The theoretical research captures the marketing essence of branding and further develops it into the employer branding framework. Further research focussed on possible campus management activities. In the practical part the popularity and effectiveness of the activities were tested through several student surveys, expert interviews and own experience of the author. The result forms a basis for a recommendation of campus management strategy adjustment. Cílem této diplomové práce je definovat employer branding koncept a jeho vztah ke campus managmentu,tedy aktivitám, které společnosti podnikají za účelem prezentování se studentům. Teoretický výzkum zachycuje marketingovou esenci brandingu a dále jí rozvýjí do rámce employer brandingu. Další výzkum se zaměřil na možné campus management aktivity. V praktické části je zkoumána popularita a efektivita těchto aktivit. K tomuto účelu sloužilo několik studentských průzkumů, rozhovory s odborníky z praxe a vlastní zkušenost autora. Výsledek slouží jako základ pro doporučení úpravy campus management strategie firmy.
Keywords: Campus management; Employer branding; Human resources; Internship; Recruitment; Campus management; Employer branding; Lidské zdroje; Recruitment; Stáže

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/34315

Permalink: http://www.nusl.cz/ntk/nusl-142100


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Master’s theses