Rebranding ve vybrané společnosti
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Diplomová práce se zabývá budováním značky zaměstnavatele ve vybrané společnosti, která prochází strukturálními změnami v podobě přeměny její značky z pohledu značky zaměstnavatele. Cílem práce je na základě analýzy vybraných procesů společnosti navrhnout vhodnou koncepci employer rebrandingu (interního i externího) s důrazem na oblast komunikace rebrandingu a zpětné vazby. V rámci koncepce externího employer rebrandingu práce navrhuje vytvořit nové kariérní stránky, pro které byla navržena struktura chatbota. Dále je v rámci koncepce doporučeno využívat inzerci v novinách, spoty v rádiu, sociální sítě či venkovní reklamu. Všechny tyto návrhy jsou v diplomové práci ekonomicky zhodnoceny. V rámci interního employer rebrandingu je navrženo dotazníkové šetření a zásady efektivní interní komunikace. Dále je navrženo měřit úspěšnost rebrandingu, a to pomocí měření vybraných personálních ukazatelů a povědomí o značce zaměstnavatele.
The diploma thesis deals with the employer branding in a selected company, which is currently undergoing some structural changes in the form of transformation of its brand from the perspective of the employer brand. The aim of the diploma thesis is to propose an appropriate concept of employer rebranding (internal and external) with emphasis on communication rebranding and feedback (evaluation) based on the analysis of the chosen company´s processes. As part of the concept of an external employer rebranding, the thesis proposes to create new career sites. Chatbot structure was designed to implement on the career sites. It is also recommended to use newspaper advertising, radio spots, social media and outdoor advertising. These proposals are economically evaluated. Within the internal employer rebranding, a questionnaire survey and principles of effective internal communication are proposed. It is also proposed to measure the success of rebranding by measuring selected personnel indicators and employer brand awareness.
The diploma thesis deals with the employer branding in a selected company, which is currently undergoing some structural changes in the form of transformation of its brand from the perspective of the employer brand. The aim of the diploma thesis is to propose an appropriate concept of employer rebranding (internal and external) with emphasis on communication rebranding and feedback (evaluation) based on the analysis of the chosen company´s processes. As part of the concept of an external employer rebranding, the thesis proposes to create new career sites. Chatbot structure was designed to implement on the career sites. It is also recommended to use newspaper advertising, radio spots, social media and outdoor advertising. These proposals are economically evaluated. Within the internal employer rebranding, a questionnaire survey and principles of effective internal communication are proposed. It is also proposed to measure the success of rebranding by measuring selected personnel indicators and employer brand awareness.
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Budování značky zaměstnavatele, rebranding, kariérní stránky, firemní identita, řízení lidských zdrojů, Employer branding, rebranding, career sites, corporate identity, human resource management