Analysis of Employer Branding in a Selected Company with a Focus on Students and Graduates

This bachelor's thesis focuses on the employer branding of a selected company operating in the automotive industry within the Czech market, placing emphasis on the target group of young talent comprising university students and graduates. The main objective of the thesis is to assess how the company currently approaches building its position in the labor market, identify the strengths and weaknesses of its existing approach, and, based on these findings, propose concrete measures aimed at enhancing its attractiveness as an employer. The theoretical part defines the fundamental concepts of employer branding, establishes the Employee Value Proposition as its core content, and describes the specific characteristics of Generation Z as the key target group. The practical part is based on a mixed-methods research design utilizing the methodological triangulation of three independent data sources: a situational analysis supplemented by an interview with an Employer Branding management representative, nine in-depth interviews with current and former interns and trainee program participants, and a questionnaire survey conducted among 67 potential candidates from the ranks of students and young professionals. Based on the synthesis of the acquired findings, ten specific recommendations are formulated, structured according to a four-phase candidate journey model, which can serve the company as a foundation for further employer brand development within the Generation Z segment.