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professional thesis
Uloga brenda poslodavca u motivaciji zaposlenika
Zagreb: University of Zagreb, The Faculty of Political Science, 2024. urn:nbn:hr:114:106857
Kastropil Sentić, Nikolina
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

Cite this document

Kastropil Sentić, N. (2024). Uloga brenda poslodavca u motivaciji zaposlenika (Professional thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:106857

Kastropil Sentić, Nikolina. "Uloga brenda poslodavca u motivaciji zaposlenika." Professional thesis, University of Zagreb, The Faculty of Political Science, 2024. https://urn.nsk.hr/urn:nbn:hr:114:106857

Kastropil Sentić, Nikolina. "Uloga brenda poslodavca u motivaciji zaposlenika." Professional thesis, University of Zagreb, The Faculty of Political Science, 2024. https://urn.nsk.hr/urn:nbn:hr:114:106857

Kastropil Sentić, N. (2024). 'Uloga brenda poslodavca u motivaciji zaposlenika', Professional thesis, University of Zagreb, The Faculty of Political Science, accessed 17 January 2025, https://urn.nsk.hr/urn:nbn:hr:114:106857

Kastropil Sentić N. Uloga brenda poslodavca u motivaciji zaposlenika [Professional thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2024 [cited 2025 January 17] Available at: https://urn.nsk.hr/urn:nbn:hr:114:106857

N. Kastropil Sentić, "Uloga brenda poslodavca u motivaciji zaposlenika", Professional thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:114:106857

Metadata
TitleUloga brenda poslodavca u motivaciji zaposlenika
Title (english)The impact of employer branding on employees motivation
AuthorNikolina Kastropil Sentić
MentorHrvoje Jakopović (mentor)
Committee memberGoroslav Keller (predsjednik povjerenstva)
Committee memberSmiljana Leinert-Novosel (član povjerenstva)
Committee memberHrvoje Jakopović (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2024-11-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Political Science
Abstract
Danas postaje sve teže privući talente i zato organizacije sve više razmišljaju kako stvoriti i održati kvalitetan brend poslodavca. Jedan od bitnih čimbenika u tome je motivacija zaposlenika na radnom mjestu. Cilj ovog istraživanja je istražiti poveznicu između brenda poslodavca i njihove motivacije na radnom mjestom. Uz primjenu odabrane metodologije, upitnika koji je sastavljen prema Skali za mjerenje motivacije zaposlenika (MAWS) (Gagne i dr.., 2010) te Skali za mjerenje atraktivnosti poslodavca iz perspektive zaposlenika (EmpAt) (Berthon i dr., 2005), utvrdit će se da employer branding poboljšava imidž tvrtke i pozitivno utječe na motivaciju zaposlenika. Rezultati istraživanja potvrđeni su i teorijskim dijelom rada gdje je definiran brend poslodavca, izložene su njegove prednosti te predstavljena vrijednosna ponuda za zaposlenike (EVP) i odnos između motivacije zaposlenika i brenda poslodavca.
Abstract (english)
Attracting talent is becoming increasingly difficult in today's world, which is why organizations are increasingly coming up with fresh and nuanced methods on creating and maintaining a quality employer brand. One of the essentials in achieving this target is to focus on employee motivation within the workplace. The aim of this research is to explore the connection between employer branding and employee motivation in the workplace. By applying a selected methodology, a questionnaire designed according to Motivation at Work Scale (MAWS) (Gagne et al., 2010) and the Employer Attractiveness Scale (EmpAt) (Berthon et al., 2005), we can conclude that employer branding helps companies and positively influences employee motivation. The results of the research are supported by the theoretical concept of this paper, where we defined employer branding, outlined it's advantages, and presented the Employee Value Proposition (EVP), as well as the relationship between employer branding and employee motivation.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:106857
Study programmeTitle: Public Relations
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću (sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-12-17 10:16:42