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master's thesis
Zaposlenici kao ambasadori marke poslodavca
Zagreb: University of Zagreb, Faculty of Economics and Business, 2020. urn:nbn:hr:148:351476
Perić, Maja
University of Zagreb
Faculty of Economics and Business
Department of Marketing

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Perić, M. (2020). Zaposlenici kao ambasadori marke poslodavca (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:351476

Perić, Maja. "Zaposlenici kao ambasadori marke poslodavca." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:351476

Perić, Maja. "Zaposlenici kao ambasadori marke poslodavca." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:351476

Perić, M. (2020). 'Zaposlenici kao ambasadori marke poslodavca', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 23 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:351476

Perić M. Zaposlenici kao ambasadori marke poslodavca [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2020 [cited 2024 November 23] Available at: https://urn.nsk.hr/urn:nbn:hr:148:351476

M. Perić, "Zaposlenici kao ambasadori marke poslodavca", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:148:351476

Metadata
TitleZaposlenici kao ambasadori marke poslodavca
Title (english)Employees as ambassadors of employer brand
AuthorMaja Perić
MentorAna Tkalac Verčič (mentor)
Committee memberDubravka Sinčić Ćorić (predsjednik povjerenstva)
Committee memberNina Pološki Vokić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2020-11-03, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Zaposlenici su najvažniji resurs svakog poduzeća, te mogu imati veliki utjecaj na stvaranje pozitivne ili negativne slike o poslodavcu u očima javnosti. Uloga marke poslodavca je privući i zadržati kvalitetne zaposlenike, pa je važno ulagati u zaposlenike koji će svoje zadovoljstvo prenositi drugima. S obzirom na to da je danas konkurencija sve veća, jako je važno saznati što buduće zaposlenike privlači kod određenog poslodavca, odnosno što može utjecati na njihovu odluku prilikom prijave za posao. Cilj rada bio je istražiti koliki utjecaj ima oglašavanje poslodavca i preporuka zaposlenika na odluku o prijavi kandidata za posao te pružiti spoznaje o međusobnoj povezanosti marke poslodavca i zaposlenika. Pomoću anketnog upitnika provedeno je primarno istraživanje te su konačni rezultati pokazali da preporuka zaposlenika ipak ima veći utjecaj na prijavu kandidata za posao.
Abstract (english)
The aim of this paper is to point out the role of ambassadors that employees have and their importance for the employer brand. Employees are the most important resource of any company, and can have a big impact on creating a positive or negative image of the employer in the eyes of the public. The final goal of an employer brand is to attract and retain quality employees, and in order to reach that goal, it is important to invest in employees who will pass on their satisfaction to others. Given that the competition is increasing today, it is very important to find out what attracts future employees to a particular employer, or what have an influence on their decision when they are applying for the job. The aim of the paper was to investigate the impact of employer advertising and employee recommendations on the decision to apply for a job and to provide insights into the relationship between the employer brand and employee. The primary research was conducted with a survey questionnaire and the final results showed that the employee's recommendation still has a grater impact on job applications.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:351476
Study programmeTitle: Business Economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2020-11-03 10:33:18