Posouzení současných trendů a strategií v oblasti employer brandingu a HR marketingu ve vybrané společnosti

Abstract

This thesis focuses on the analysis of current trends and strategies in the field of employer branding and HR marketing in two selected companies – Česká spořitelna and company XYZ. The main objective is to assess the effectiveness of these strategies, compare their approaches, and identify opportunities for improvement within company XYZ. The theoretical part defines key concepts, the importance of employer branding in today’s labor market, internal and external communication tools, and the relationship with HR marketing. The research part combines qualitative interviews with HR specialists and quantitative survey data collected from employees. Based on the findings, the thesis identifies the strengths and weaknesses of the observed approaches and provides specific recommendations aimed at enhancing the attractiveness and competitiveness of company XYZ as an employer.