Perception of the employer brand in the Czech banking sector by university students with economic focus

The main goals of this bachelor thesis is to analyze perception of generation Y towards individual banks in Czech Republic as theirs potential employers, and base on finding recommends which factors are significant to be reflected in process of creating brand building strategy. These objectives will be achieved by analyzing surveys filled in by university students majoring in economics and who are also members of the generation Y. This thesis is divided in theoretical and practical segment. The theoretical part is focused on stating and clarifying terms which are detrimental for this issue. The practical part is consisted of brief characteristics of banking system in Czech Republic, role and function of Czech Nation Bank and concisely description of few selected commercial banks. Furthermore there is evaluation of the previously mentions surveys, which brought conclusive findings. Best perceived is Czech National Bank in almost all aspects. The commercial banks which were included in the survey were viewed, in regards to being possible place of employment, similarly. Which suggests that there is big opportunity for banks to focus on and change one specific element and thus differentiate themselves from the others banks. The most important findings of this the study, are in the last part compared with finding of studies: The Most Desired Company, Universum and TOP Employers.