Analiza važnosti obilježja korporativnih brendova u ICT industriji za studente FER-a

master's thesis

• Title (english): Analysis of the significance of corporate brand characteristics in the ICT industry for FER students
• Author: Ana Cvitanović
• Mentor: Ivan Burić (mentor)
• Committee member: Krešimir Dabo (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Davor Trbušić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2024-09-11, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Razvoj informacijsko-tehnološke industrije je postao svakodnevica, a ujedno se stvorila potreba za razvojem brendiranja poslodavca (eng. employer branding) u svim industrijama. Naime, potraga za kvalitetnom radnom snagom postaje imperativ, a studenti su ti koji tek ulaze na tržište rada te mijenjaju standarde. Korporacije su fokusirane na privlačenje mladih talenata te njihovo zadržavanje kako bi formirali jaku radnu snagu. U radu je predstavljeno na koji način interna i eksterna korporativna komunikacija utječu na employer branding. Još važnije, analizirani su identitet, imidž, reputacija, i kultura korporacija koji uvelike utječu na employer branding. Posljedično, navedeno utječe na brend poslodavca i uspješno brendiranje poslodavca koje je višeslojno i ponekad ovisi o industriji u kojoj korporacija djeluje i interesima radne snage određene industrije. U ovom diplomskom radu naglasak je stavljen na studente Fakulteta elektrotehnike i računarstva te njihovoj percepciji čimbenika employer brandinga. Iz tog razloga, napravljena je anketa za studente FER-a na završnim godinama studija. Zaposleni i nezaposleni studenti su ispitani o njihovim preferencijama pri potrazi za poslom, što ih je privuklo pri prijavi za posao ili praksu, njihovo zadovoljstvo zaposlenjem te je ispitano njihovo mišljenje o aspektima employer brandinga. Istraživanjem je zaključeno kako studenti u ICT industriji obraćaju pozornost na brendiranje poslodavca te da su reputacija organizacije i preporuke ljudi iz okoline (word of mouth) faktori koji utječu na odluku o zaposlenju kod većine studenata.

Abstract (english)

The development of the information technology industry has become everyday occurrence, and so the need for the development of employer branding in all industries has arisen. Namely, the search for quality workforce becomes imperative; students become the ones who are just entering the labor market and changing the standards. Corporations are focused on attracting and retaining young talent to form a strong workforce. The paper presents how internal and external corporate communication affects employer branding. More importantly, the identity, image, reputation, and culture of corporations, which greatly influence employer branding, were analyzed. Consequently, the aforementioned affects the employer brand and successful employer branding which is multi-layered and sometimes dependent on the industry of the corporation and the interests of the workforce of a particular industry. In this thesis, emphasis is placed on the students of the Faculty of Electrical Engineering and Computing and their perception of employer branding. For this reason, a survey was made for FER students in their final years of study. Employed and unemployed students were asked about their preferences when looking for a job, what attracted them when applying for a job or internship, their satisfaction with employment, and their opinion on aspects of employer branding was examined. The research concluded that students in the ICT industry pay attention to employer
branding and that most students base their decisions, most often, on the reputation of the organization and recommendations from people around them - word of mouth.

• Keywords: brendiranje poslodavca; studenti; IT kompanije; korporativna reputacija; korporativna komunikacija
• Keywords (english): employer branding; students; IT companies; corporate reputation; corporate communication
• Language: croatian
• URN:NBN: urn:nbn:hr:111:741223
• Study programme: Title: Communication Studies (Single Major, Science Stream); Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra komunikologije (sveučilišni/a magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-18 10:10:00