| Abstract [eng] |
Employer image (or branding) is how an employee understands and evaluates his employer. Employer image consists of 5 different elements: organizational characteristics, people and culture, salary and promotion, job characteristics and organizational reputation. It has never been researched, whether employer image can somehow affect employee engagement. So the goal of this master‘s thesis is to find out, what effect employer image has on employee engagement. In the first part of this thesis the backgrounds and importance of both employee engagement and employer image is described. In the second part there is theoretical background for research of employee engagement and employer image. It is explained how both of these elements affect company, it‘s results and it‘s employees. Also different theoretical evaluation models are described. According them there was created a new theoretical model. It says, that employer image and it‘s elements have direct impact on employee engagement and it‘s elements. In the third part of the thesis, methodology of the new model is presented. The fourth part consists of econometric analysis and evaluation of the theoretical model. It was proven that employer image affects employee engagement. And elements of those two factors engage between each other. The last part is conclusions and recommendations. In this part it is offered to better examine what elements are important for employees of certain companies and create employee engagement politics according to the findings of the research but not according to theoretical papers. It is because all the humans are different and they have different needs. If their needs are not fulfilled, then a person will never be engaged in work. |
