Analýza employer brandingu ve výrobním podniku

Abstract

This diploma thesis focuses on the analysis of employer branding in the manufacturing company Mölnlycke Health Care. The aim of the thesis is to evaluate the perception of the employer brand among current employees and to identify factors influencing their satisfaction and loyalty. The theoretical part defines the principles of employer branding, corporate culture, and the employer value proposition in the context of human resource management. The practical part is based on a combination of quantitative questionnaire research and qualitative interviews with management. The collected data are analyzed in terms of employee attitudes and statistically verified using Pearson’s chi-square test. The results indicate that employees perceive the company’s employer branding predominantly positively, particularly in the area of working conditions; however, they also reveal weaknesses in the reward system depending on job positions. Based on these findings, the thesis formulates specific recommendations aimed at strengthening the company’s attractiveness as an employer and supporting its long-term competitiveness in the labor market.