Employer Branding

This diploma thesis deals with the topic of the employer brand and its management. The goal of the thesis is to evaluate the Employer Brand Management of a selected company operating in the field of IT Consulting and compare it with the requirements of current students or university graduates with a focus on the Employer Value Proposition. Based on the results of the survey, recommendations and measures are proposed for the selected company to help develop or improve some areas of the Employer Brand. The recommendations are intended to strengthen the perception of the Employer Brand among students or graduates who can be classified as Generation Y or Generation Z. The thesis explains the basic concepts and principles of the Employer Brand theme, and then presents the selected company using company characteristics and situational analysis. Research among students and graduates of selected universities was carried out through a questionnaire survey, which is subsequently evaluated in the thesis. At the end of the thesis, specific recommendations are proposed that will strengthen the perceived Employer Brand of the selected company among the target groups of students and graduates from selected universities.