Employer branding a HR marketing ve vybrané společnosti

Employer branding can be defined as a key discipline related to attracting and retaining quality employees. The subject of this paper was Company XYZ, which had not yet exploited the full potential of employer branding. The aim of the thesis was to analyse and evaluate the current employer branding and HR marketing of the company, then compare it with the preferences and expectations of the emerging young generation of candidates, and propose appropriate recommendations for brand improvement. The research methodology comprised a combination of qualitative in-depth interviews, a quantitative questionnaire survey and analysis of public and internal sources. The results showed that there is only partial alignment between the current state of the brand and the expectations of young people. The paper concluded by proposing specific recommendations to increase alignment and make the employer brand more attractive, especially to the younger generation.