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Organizational Culture as a Significant Element of Establishing a Strong Employer Brand and Increasing Employees' Work Performance
Salačová Svobodová, Hana ; Fonville, Alexandra (referee)
The rigorous thesis analyses the organisational culture and its role in building a strong employer brand with implications for improving work performance. The thesis describes the correlation between contemporary employees' values, organizational culture enabling employees to realize their values, the transparently communicated image of the organization imprinted in the employer brand and employee performance. The Means-End Chain theory and the Employee Value Proposition tool are introduced. Their use in forming a happy organizational culture, building a strong employer brand, and improving employees' performance is presented. The aim of the qualitative research is to analyse the link between organizational culture and employer branding with the impact on employees' performance, from the perspective of top management of various organizations. The data are collected from the semi-structured interviews, supplemented by a questionnaire survey. Data are analysed to get an insight and understanding of the practices of the organizations. Keywords Organizational Culture, Values, Happiness Management, Employer Brand, Employee Value Proposition, Work Performance
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Organizational Culture as a Significant Element of Establishing a Strong Employer Brand and Increasing Employees' Work Performance
Salačová Svobodová, Hana ; Fonville, Alexandra (referee)
The rigorous thesis analyses the relationship between organizational culture, building a strong employer brand and increasing employee performance. Using the Employee Value Proposition (EVP) tool, the thesis defines the prerequisites for an organizational culture in which employees feel joy, and meaning, and are immersed in their job, which has a positive impact on their engagement as well as on their work performance. The EVP tool is also connected with the employer branding activities to be as effective as possible when the organization efforts to gain the loyalty of the best current and future employees. The aim of the qualitative research is to analyse the organisational culture of the eight small and medium-sized Central Bohemian organisations using the EVP tool, focusing on the factors of increasing work performance and building a strong employer brand. Data collection takes the form of semistructured interviews with the directors of these organisations, supplemented and enriched by a questionnaire survey. Keywords Engagement, Well-Being, Employee Value Proposition, organizational culture, work performance, meaningfulness, employer brand.
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