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Upravljanje znamke delodajalca najprivlačnejših podjetij v Sloveniji : magistrsko delo
ID Verdev, Vida (Author), ID Pavlin, Samo (Mentor) More about this mentor... This link opens in a new window

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Abstract
Namen magistrskega dela je ugotoviti, zakaj so v očeh zaposlenih podjetja v Sloveniji, ki so prejela naziv najprivlačnejši delodajalec, najprivlačnejša, cilj pa je raziskati, kakšnih praks se za upravljanje svoje znamke delodajalca ta podjetja poslužujejo ter te prakse med seboj tudi primerjati. Pri nalogi sem se osredotočila na prakse upravljanja znamke delodajalca najprivlačnejših podjetji v Sloveniji, na dejavnike privlačnosti, ki so za njihovo ciljno skupino pomembni, na to, kdo se v sodelujočih podjetjih sploh ukvarja z znamčenjem in na to, kakšne spremembe so podjetja zaznala po načrtnem upravljanju. S pregledom literature sem opredelila kaj sploh sta znamka in znamčenje delodajalca, kakšni so koraki upravljanja znamčenja in kakšni so razvojni izzivi pri upravljanju znamke. V prvem delu naloge sem torej predstavila teoretična izhodišča, na katera sem navezala tudi interpretacijo končnih rezultatov. V drugem delu naloge sem predstavila raziskavo in svoje ugotovitve. Raziskavo sem izvedla s pomočjo kvalitativne metode, in sicer sem na vzorcu devetih najprivlačnejših podjetji v Sloveniji izvedla polstukturirane intervjuje s tistimi predstavniki podjetij, ki sodelujejo pri upravljanju znamke delodajalca. Intervjuvanci so odgovarjali na enaka vprašanja. Rezultati so pokazali, da večjih odstopanj v procesu znamčneja delodajalca pri najprivlačnejših podjetjih v Sloveniji v primerjavi s tem, kar navaja literatura, ni, prav tako so si prakse med podjetji podobne. Prav tako se je izkazalo, da dejavniki privlačnosti niso specifični za točno določeno skupino profila zaposlenih ter branžo, v kateri podjetje deluje, ampak da so si dejavniki privlačnosti za ključne talente med seboj podobni ne glede na področje dela.

Language:Slovenian
Keywords:znamka delodajalca, privlačnost delodajalca, atributi znamke delodajalca, obljuba znamke delodajalca
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:FDV - Faculty of Social Sciences
Place of publishing:Ljubljana
Publisher:[V. Verdev]
Year:2020
Number of pages:104 str.
PID:20.500.12556/RUL-117486 This link opens in a new window
UDC:331.105(043.2)
COBISS.SI-ID:26624771 This link opens in a new window
Publication date in RUL:12.07.2020
Views:1869
Downloads:262
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Secondary language

Language:English
Title:Managing employer brand by the most attractive companies in Slovenia
Abstract:
The purpose of this thesis is to find out why are companies in Slovenia that have received the title of most attractive employer in the eyes of employees the most attractive. The aim is to investigate what practices these companies use to manage their employer brand and to compare these practices with each other. I focused on employer brand management practices in the most attractive companies in Slovenia, on attractiveness attributes that are most important for their target group, on who in the participating companies manages their employer brand and on changes companies perceived after managing their employer brand. By reviewing the literature, I defined what employer brand and employer branding are, how does the process of employer branding looks like and what are the development challenges in employer brand management. In the first part of the thesis, I presented the theoretical starting points, to which I also linked the interpretation of the final results. In the second part of the thesis, I presented the research and my findings. I conducted the research using a qualitative method. On a sample of the nine most attractive companies in Slovenia, I conducted semi-structured interviews with those representatives of companies that participate in the employer branding. Interviewees answered the same questions. The results showed that the most attractive companies in Slovenia manage their employer brand in accordance with the literature, and the practices of employer branding between companies are similar. It also turned out that the attractiveness attributes are not specific to a specific group of employee profiles and the industry in which the company operates, but that the attractiveness attributes for talents are similar regardless of the industry.

Keywords:employer brand, employer attractiveness, employer brand attributes, employer value proposition

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