Vnímání značky zaměstnavatele studenty vysokých škol ekonomických oborů

The master´s thesis focuses on the topic of Perception of an employer brand by university students with an economic field of study. The theoretical part defines the basic concepts in the field of personnel marketing and details the topics of internal and external personnel marketing and brand theory in personal marketing. The thesis is developed on the basis of specialized literature, periodicals and electronic resources.The main goal of the diploma thesis is to analyze external and internal human resources marketing in UNIQA pojišťovna, a.s., identification and evaluation of tools used by the company to build an employer brand. Part of the thesis is a research carried out amongst students of universities with an economic focus. The research is focused on the requirements of university students, taking their expectations with regard to future employers into account. The analysis is the basis for improving the perception of the employer's brand. The thesis maps the attitudes of university students of economic fields to the employer's brand of the chosen company. For the evaluation the scatter analysis has been used. The output of the thesis is a proposal to improve and strengthen the employer's brand of UNIQA pojišťovna, a.s..