Employer Brand in a Selected Organization

Increasing competition in the labour market and persistently low unemployment rates are leading organizations to place greater emphasis on employer branding. An employer brand influences a company’s ability to attract and retain high-quality employees. This bachelor’s thesis aims to propose recommendations for increasing the effectiveness of the employer brand by analysing the current state of the employer brand in a selected organization and evaluating its perception from the perspective of Generation Z. The theoretical part defines the importance of human resources management, the concept of employer branding, tools used for building an employer brand, and transformations in the labour market. The practical part is based on the analysis of internal and publicly available data sources, semi-structured interviews, and a questionnaire survey focused on Generation Z candidates. The results indicate that the organization has a strong employer brand. Based on identified weaknesses, recommendations were proposed focusing on strengthening internal communication, systematically measuring the employer brand, and developing external communication targeted at Generation Z through modern communication channels. The conclusions of this thesis may serve as a foundation for further development of the employer brand within the selected organization.