Pelesk, Marko (2020) Employer branding hrvatskih IT tvrtki s fokusom na fotografiju. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Strgar Kurečić, Maja].
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Abstract
IT industrija je najbrže rastuća industrija u svijetu, ali i najkreativnija. Prema tome, velik broj IT tvrtki suočio se s izazovima pronalaska adekvatnih talentiranih ljudi koji će odgovarati njihovim potrebama. Upravo zbog velike potrebe za talentima, čiji poslovi do nedavno možda nisu ni postojali, tvrtke su se okrenule oglašavanju kako bi sebe prikazale kao po- željnijeg poslodavca u odnosu na konkurenciju. Takav tip oglašavanja tvrtke naziva se Employer Branding. Employer Branding je instrument kojim se tvrtke žele pozicionirati kao najpoželjniji poslodavac, a to čine prikazivanjem svoje organizacijske kulture te postojećih zaposlenika kao osoba s kojima svatko želi raditi, a sve s ciljem povećanja broja prijava na otvorene pozicije i lakšeg pronalaska adekvatnog kadra. Možemo reći da se dobro osmi- šljen i sproveden Employer Branding daleko čuje. Dopire i do pasivnih kandidata, a kod trenutnih zaposlenika stvara osjećaj povezanosti što u konačnici dovodi i do manjeg postotka onih koji napuštaju tvrtku. Employer Branding je spoj ljudskih potencijala i marketinga, a dodirne točke ima i s PR-om. Izuzev unikatnosti, kod Employer Brandinga je ključna transparentnost te nema mjesta uljepšavanju ni lažnom predstavljanju. Ovim radom ideja ja prikazati fotografju kao superiorni medij komunikacije, u materijalima employer branding aktivnosti. Način snimanja, te postprodukcija boja fotografje tako- đer bi se trebale pokazati kao bitne stvake u jednosmjernoj komunikaciji, poslodavca prema potencijalnim kandidatima. Online anketom ispitati će se stavovi ciljane skupine, sveu- čilišni i veleučilišni studenti, o njihovom osobnom stavu prema određenim hrvatskim IT kompanijama, benefcijama koje kompanije nude, tipu oglasa za posao koji bi im privukao najviše pažnje, te će se ispitati koji tip sadržaja preferiraju vidjeti na društvenim mrežama. Obradom podataka dobivenih iz ankete, analizirati će se postotak neuspješnosti employer branding strategije hrvatskih IT tvrtki, benefcije koje bi trebali aktivnije komunicirati, te postotak u kojem studenti vjeruju obećanjima kompanija ovisno o proflu osobe koja ta obećanja komunicira.
| Item Type: | Master's thesis - Graduate Programme |
|---|---|
| Mentor name: | Strgar Kurečić, Maja |
| Thesis Committee: | Mandić, Lidija and Strgar Kurečić, Maja and Poljičak, Ante |
| Defence date: | 24 September 2020 |
| Abstract in english: | Due to the fact that the IT industry is one of the fastest growing industries in the world, not to mention the most creative, a large number of companies found themselves face to face in challenging talent acquisition time. On the account of immense need for talent, whose jobs did not exist a while ago, companies started advertising themselves as more desirable employers than their competitors. The given type of advertising is called Employer Branding. Employer Branding is an instrument with which companies position themselves as the most preferable employer by showing off their company culture, presenting their employees as an amazing team to work with, all that to ensure higher number of job applications on their job ads and easier talent acquisition. Nicely designed and developed Employer Branding strategy takes business the extra mile. With great Employer Branding strategy companies even get to the most passive of candidates, while simultaneously creating a feeling of connection and pride among current employees which in the end decreases turnover rate. Employer Branding is a mix of human resources and marketing, which collides with PR. Along with uniqueness, transparency is the key of Employer Branding, since there is no space for lying and embellishment. With this paper, the idea is to present photography as a superior medium of communication, in the materials of employer branding activities. The way of shooting, and the post-production of the colors of the photo should also prove to be important things in one-way communication, from the employer towards potential candidates. The online survey will examine the attitudes of the target group, university and polytechnic students, about their personal attitude towards certain Croatian IT companies, the benefts that companies offer, the type of job advertisement that would attract the most attention, and the type of content they prefer to see on social media platforms. By processing the data obtained from the survey, results ought to show the percentage of failure of employer branding strategy of each Croatian IT company, benefts that should be more actively communicated, and the percentage in which students trust the promises of companies depending on the profle of the person communicating. |
| Uncontrolled Keywords: | employer branding, fotografja, pasivni kandidati, akvizicija talenata, organizacijska kultura |
| Keywords in english: | employer branding, photography, passive candidates, talent acquisition, organisational culture |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 69 |
| Callnumber: | STR 2020 PEL |
| Inventory number: | DB934 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 24 Mar 2021 11:36 |
| Last Modified: | 24 Mar 2021 11:36 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/3321 |
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