This diploma thesis discusses a recently widely discussed multidisciplinary approach. The development of the good employer trademark approach is establishing itself as one of the possible methods to enhance a company’s and employer’s reputation and attractiveness. Companies operate in a highly-competitive market, which led them to the point, where they must combat the shortage of specialists in various fields or accept the fact that measures to tackle such challenges require excessively high assets. Therefore, companies have now taken an important step forwards in fields, which – while reducing financial expenditures and increasing their effort – allow them to differ significantly from their competitors. With this approach, they establish an attractive working environment for their employees, while such companies gain exposure in the public. In the case of positive effects, high-quality development of the good employer trademark within selected companies may lead to the recruitment of prolific job candidates, an improved public image of the company as an employer, reduce staff turnover, and generate substantial savings during the selection and recruitment process.
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