Vpliv znamke delodajalca na namen prijave za delo

Kadak, Nikki Monika (author), Pavlin, Samo (mentor), Kogovšek, Tina (comentor)

Namen magistrskega dela je podrobnejše razumevanje vpliva znamke delodajalca na namen prijave za delo. Osredotočena sem bila na spoznavanje dveh dimenzij znamke delodajalca: ugleda in privlačnosti delodajalca, enako v odnosu do namena prijave za delo. S pregledom relevantne teorije sem pojasnila, kateri izmed naštetih vplivov v procesu iskanja dela vplivajo na namen prijave za delo iskalcev dela ali že zaposlenih posameznikov. Prvi del dela je namenjen predstavitvi teorije, ki sem jo kasneje uporabila pri interpretaciji raziskave. Drugi del dela zajema predstavljeno raziskavo in ugotovitve. Raziskava je bila kvantitativna z metodo spletne ankete na vzorcu skupno 252 anketirancev. Vzorec sem razdelila na skupini 118 zaposlenih in 134 iskalcev zaposlitve (študentov in brezposelnih). Anketiranci so odgovorili na anketni vprašalnik, ki se je med dvema skupinama razlikoval v vprašanjih o znamki delodajalca, na katera iskalci zaposlitve niso odgovarjali. Ta sklop vprašanj se je nanašal na znamko trenutnega delodajalca, ki ga iskalci zaposlitve nimajo. Rezultati so pokazali, da ugled in privlačnost delodajalca pozitivno vplivata na namen prijave za delo. Pokazalo se je tudi, da pozitivno zaznavanje znamke trenutnega delodajalca ne vpliva negativno na namen prijave za delo pri drugem delodajalcu. Ugotovitve raziskave so primerljive z večino že objavljenih raziskav.

• Language: Slovenian
• Keywords: znamka delodajalca, ugled delodajalca, privlačnost delodajalca, prijava za delo.
• Work type: Master's thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2019
• PID: 20.500.12556/RUL-107446
• COBISS.SI-ID: 36144733
• Publication date in RUL: 14.04.2019

Secondary language

• Language: English
• Title: The influence of employer brand on intentions to apply for work

Abstract

The purpose of this thesis is a better understanding of the influence of employer brand on intentions to apply for work. Focus was specifically on two dimensions of employer brand: employer reputation and employer attractiveness in relation to intention to apply for work. With an overview of relevant theories, I explained, which of the mentioned influences have an impact on the process of job hunters’ or employed individuals work search. First part of the thesis is focused on presenting the theories, I later used in the research interpretation. Second part is focused on presenting the research and its findings. Research was conducted online on a sample of 252 respondents. The sample was divided into subsamples of 118 employed individuals and 134 job hunters (students and unemployed invidiuals). The respondents filed out the questionnaire, which differend between two subsamples in the questions about employer brand, in which the job hunters were not included. That part of the questionnaire was focusing on the brand of a current employer, which job hunters do not have. The results showed employer reputation and attractiveness positively influence intetions to apply for work. It has also showed that positive attitude toward current employer’s brand does not negatively influence the intention to apply for work with another employer. Research findings are comparable with most of conducted research.

• Keywords: employer brand, employer reputation, employer attractiveness, intention to apply.