Does Employer Branding have a Positive Impact on the Business in midsize and large corporations?
Thesis title: | Does Employer Branding have a Positive Impact on the Business in midsize and large corporations? |
---|---|
Author: | Bose, Aratrika |
Thesis type: | Diploma thesis |
Supervisor: | Legnerová, Kateřina |
Opponents: | Černá, Daniela |
Thesis language: | English |
Abstract: | This paper explores the impact of Employer Branding on large corporations, aiming to establish a direct connection with three business performance parameters: overall sales performance, profitability, and market capitalization. Examining seven major organizations, the research focuses on Employer Branding practices such as Employee Value Proposition (EVP), Employee Experience, Employer Reputation, Work-Life Balance, and Employee Engagement. The results reveal a strong correlation between organizational performance and Employer Branding practices, with Microsoft earning the highest score (45) and Amazon the lowest (39) out of 50. The Benchmark 7 organizations exhibited strong business performance; business momentum (even during the COVID 19 pandemic); profitability; market capitalization; resilience; reputation; innovation; speedy response to business interruptions; and others. Future research on this subject can focus on a 'cause and effect' study about which Employer Branding practices impact which brand performance outcome. The research can also eventually try and develop a correlation model which can serve as a guide for brands. |
Keywords: | Employee Experience; Employer Reputation; Employer Branding |
Thesis title: | Does Employer Branding have a Positive Impact on the Business in large corporations? |
---|---|
Author: | Bose, Aratrika |
Thesis type: | Diplomová práce |
Supervisor: | Legnerová, Kateřina |
Opponents: | Černá, Daniela |
Thesis language: | English |
Abstract: | This paper explores the impact of Employer Branding on large corporations, aiming to establish a direct connection with three business performance parameters: overall sales performance, profitability, and market capitalization. Examining seven major organizations, the research focuses on Employer Branding practices such as Employee Value Proposition (EVP), Employee Experience, Employer Reputation, Work-Life Balance, and Employee Engagement. The results reveal a strong correlation between organizational performance and Employer Branding practices, with Microsoft earning the highest score (45) and Amazon the lowest (39) out of 50. The Benchmark 7 organizations exhibited strong business performance; business momentum (even during the COVID 19 pandemic); profitability; market capitalization; resilience; reputation; innovation; speedy response to business interruptions; and others. Future research on this subject can focus on a 'cause and effect' study about which Employer Branding practices impact which brand performance outcome. The research can also eventually try and develop a correlation model which can serve as a guide for brands. |
Keywords: | Employer Branding; Employee Experience; Employer Reputation |
Information about study
Study programme: | Management |
---|---|
Type of study programme: | Magisterský studijní program |
Assigned degree: | Ing. |
Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
Faculty: | Faculty of Business Administration |
Department: | Department of Personnel Management |
Information on submission and defense
Date of assignment: | 22. 12. 2022 |
---|---|
Date of submission: | 13. 12. 2023 |
Date of defense: | 1. 2. 2024 |
Identifier in the InSIS system: | https://insis.vse.cz/zp/83249/podrobnosti |