Abstract:
This master’s thesis is intended to investigate and formulate the optimal way to create
the strong employer brand of the organisation. The research question is “how to develop the
successful HR brand?” and the deep examination of several human resources management,
marketing, sociological questions were provided in this thesis. The main instrument of research
is the literature review including studies from different organisations, statistical data, analytical
papers and scientific articles. Geographical range of research is high and the best practices from
different countries were taken into consideration.
A significant attention was paid to the strategic issues of HR branding - how to attract
the next Generation Z. Many studies were explored and I formulated clear recommendations
for employers to deal with the youngest of employees.
Here I propose a set of actions, especially not requiring long bureaucratic procedures
and high cost, which may sufficiently increase the awareness of the company as a place to work.
The systematic following of advice and recommendation given in this work can help any
organisation to form the basis of the HR brand.
