Vnímání značky zaměstnavatele studenty a absolventy technických oborů

This thesis examines the perception of employer branding in a selected company operating in the telecommunications sector, specifically from the perspective of students and graduates of technical disciplines. The aim was to propose recommendations to enhance the company’s attractiveness and support the effective recruitment and retention of young technical talent. The research combined a quantitative survey conducted among students and graduates with qualitative interviews with representatives of internal communication and HR. The findings show that the target group values concrete and authentic information, while the internal perspective revealed the absence of a unified strategy and insufficient coordination of related activities. Based on these insights, specific recommendations were formulated to further develop the company’s employer branding in a way that reflects both the needs of the target group and the internal context of the organization.