Development of the successful HR brand

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.