Strategie employer brandingu pro přilákání uchazečů generace Z

The bachelor thesis focuses on employer branding as a strategy to attract job applicants from Generation Z. The aim of the thesis is to identify which employer branding factors influence employer attractiveness for Generation Z, to assess the importance of individual dimensions of the employer value proposition (EVP), and to examine how perceived employer attractiveness translates into the intention to apply for a job and into the experience with the current employer. The theoretical part defines the concept of employer branding, its relationship to brand equity and the psychological contract, presents the key dimensions of EVP and describes Generation Z in the labour market, including its values, work preferences and communication habits. The empirical part is based on a quantitative online survey conducted among 81 respondents belonging to Generation Z. The results show that respondents attach the greatest importance to development opportunities, a sense of competence, high-quality interpersonal relationships, flexibility and work-life balance, while relatively less importance is attributed to CSR/ESG and intensive employer activity on social media. A strong positive relationship was confirmed between perceived attractiveness of model organizational profiles and the intention to apply for a position, and it was further found that perceived alignment between the communicated and actually experienced employer value proposition is strongly associated with the willingness to recommend the employer, but only weakly with the intention to stay in the organization in the long term. Based on the findings, the thesis formulates recommendations for the design and implementation of employer branding strategies targeting Generation Z.