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master's thesis
Odrednice marke poslodavca društveno odgovornih poduzeća
Zagreb: University of Zagreb, Faculty of Economics and Business, 2022. urn:nbn:hr:148:387697
Zrinski, Jelena
University of Zagreb
Faculty of Economics and Business
Department of Managerial Economics

Institutional repository: REPEFZG

Cite this document

Zrinski, J. (2022). Odrednice marke poslodavca društveno odgovornih poduzeća (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:387697

Zrinski, Jelena. "Odrednice marke poslodavca društveno odgovornih poduzeća." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:387697

Zrinski, Jelena. "Odrednice marke poslodavca društveno odgovornih poduzeća." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:387697

Zrinski, J. (2022). 'Odrednice marke poslodavca društveno odgovornih poduzeća', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 25 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:387697

Zrinski J. Odrednice marke poslodavca društveno odgovornih poduzeća [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2022 [cited 2024 December 25] Available at: https://urn.nsk.hr/urn:nbn:hr:148:387697

J. Zrinski, "Odrednice marke poslodavca društveno odgovornih poduzeća", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:148:387697

Metadata
TitleOdrednice marke poslodavca društveno odgovornih poduzeća
Title (english)The determinants of the employer brand of socially responsible companies
AuthorJelena Zrinski
MentorAndrea Lučić (mentor)
Committee memberMirko Palić (predsjednik povjerenstva)
Committee memberRužica Brečić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Managerial Economics)
Zagreb
Defense date and country2022-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Economics of Entrepreneurship
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Razvoj marke poslodavca je suvremeni način izgradnje marke poduzeća i privlačenja kvalitetnih i talentiranih zaposlenika. Poduzeća s dobrom markom poslodavca obično bolje kotiraju na tržištu, konkurentnija su i poželjnija za zaposlenje. Društveno odgovorna poduzeća posebno rade na tome da im je marka poslodavca u skladu s društveno odgovornim poslovanjem i etičkim praksama. Istraživanja su pokazala da društveno odgovorna poduzeća imaju bolje razvijene marke poslodavca zato što veliku pozornost posvećuju zaposlenicima i njihovim potrebama, kao i razvoju etičnog poslovanja. U ovom radu koristila se metoda dubinskog intervjua na namjernom uzorku od 22 ispitanika kako bi se ispitale strategije razvoja marke poslodavca u društveno odgovornim poduzećima u Republici Hrvatskoj. Zaključci ovog istraživanja su da je marka poslodavca bitna ako uključuje ostale aspekte društveno odgovornog poslovanja i etičke radne prakse. Konkretno, poslodavac treba imati odgovoran i dobar odnos prema zaposlenicima, razvijenu internu komunikaciju i stalno raditi na rastu i razvoju poduzeća i svojih zaposlenika.
Abstract (english)
The development of the employer brand is a modern way of building the brand of the enterprise and attracting quality and talented employees. Companies with a good employer brand usually rank better on the market, are more competitive and desirable for employment. In particular, socially responsible companies work to ensure that their employer brand is in line with corporate social responsibility and ethical practices. Studies have shown that socially responsible companies have better developed employer brands because they pay great attention to employees and their needs, as well as to the development of ethical business. In this paper, the method of in-depth interview was used to examine the strategies of the development of the employer brand in socially responsible enterprises in the Republic of Croatia. The research resulted in focusing on attitude towards employees, respect for socially responsible practices, and the involvement and growth and development of the entire team.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:387697
Study programmeTitle: Economics of Entrepreneurship
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-10-03 09:10:45