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Employer Branding at SETOS Retail Ltd.
Musil, Michal ; Stříteský, Marek (advisor) ; Havránek, Lukáš (referee)
The master´s thesis summarizes complex view on employer branding, including formation of theoretical base, which is then applied in the form of actual employer branding project at SETOS Retail Ltd. The thesis aims to design particular stages in the process of creating employer`s brand creation, which optimize effectiveness of following processes in human resources, after that the process is being created and its benefits are evaluated at the company. The designed stages are based on the theoretical base, situational and employee analysis. The thesis consists of creation of the EVP (Employee Value Proposition), company values and mission that have been defined based on qualitative research with employees. The master´s thesis embodies creation of the Culture-Book Life Hacking, the company profile on the platform COCUMA and definition of the recruitment processes including onboarding of employees. Finally, mainly monitoring employee retention validates the thesis` contribution and benefits.
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