Analýza vnímání značky zaměstnavatele

The main aim of the thesis is to find out what values from an Employer Attractiveness scale company Isobar Czech Republic s.r.o. should focus on to retain their employees and to attract potential employees. The bachelor thesis is divided into theoretical and practical part. In the theoretical part terms that are essential for a research are clarified. The main topics include the brand and its value, the employer brand, the importance of values at the employer brand, the attractiveness of the employer with the Employer Attractiveness scale, the current situation on the labor market in the Czech Republic and the Millennial generation. At the beginning of the practical part hypotheses are set and the methodology of research is described. Furthermore, the company Isobar Czech Republic s.r.o. is characterized. Then is followed by the research, which was done by the questionnaire survey. Among the particiapnts were employees of the Isobar Czech Republic s.r.o. and students of University of Economics. The aim of the questionnaire was to find out what values from the Employer Attractiveness scale individual groups prefer. At the end of the thesis, the results of the research are evaluated and summarized, which I compared with the set hypotheses. Based on the results, a draft recommendation is given to the company.