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

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