University Recruiting at Google

The purpose of this thesis is to provide a holistic overview of Google’s recruiting strategy and activities on CEMS schools and measure its success and effect on the employer perception of the CEMS cohort. The theoretical part provides background to the recruiting process and employer brand building methodologies. Furthermore, it gives detailed insights into Google’s recruiting and employer brand building strategies, with a focus on CEMS population. The empirical part consists of quantitative research and its data collection, processing, and analysis. The results provide an overview of the quantifiable impact of the recruiting efforts of Google and the employer brand. Furthermore, recommendations based on the acquired data are presented to uncover opportunities for improvement for the recruiting strategy.