Employer branding of ŠKODA AUTO in the Czech Republic

The main aim of this Bachelor thesis is to identify and evaluate the tools that ŠKODA AUTO use in order to make the employer brand stronger and more competitive.The work consists of two parts. Theoretical part is devoted to definition of employer branding, its value and characteristics. Furthermore, it describes building of employer branding and includes communication tools which can be either external or internal. Practical part focuses on company of ŠKODA AUTO, its history, values, culture and recruitment process. It defines exactly how this company builds its employer brand and how employees are satisfied with the work environment. Next, this section defines the benefits and personal development that are offered to employees of this company. Moreover, it shows what internal and external marketing campaigns company uses to engage potential employees’ attention. At the end, I also suggest my personal proposals for improvement that could be useful for ŠKODA AUTO. Lastly, practical part contains a questionnaire survey. I want to find out and analyse what are the most important aspects about employer for potential candidates when they make decision about applying for a job.