Atraktivita zaměstnavatele

Abstract: The aim of this thesis is to explore the brand of Procter & Gamble employer brand from the point of view of attractiveness of this company as an employer for students and graduates of the Faculty of Business Administration of the University of Economics in Prague, as well as students' awareness of this company. The secondary aim of the thesis is to find out what the characteristics of the employer are considered by the students of the Faculty of Business Administration of the University of Economics in Prague as the most important if the employer wants to be attractive for them. The theoretical part deals mainly with literature search of employer attractiveness, employer brand and recruitment of candidates. The practical part describes basic information about Procter & Gamble with an emphasis on recruitment strategies and activities in Central Europe. The research is focused on the analysis of the results of a questionnaire survey conducted among the Faculty of Business Administration of the University of Economics, Prague. The questionnaire survey itself consists of 19 questions dealing with basic information about the respondent, his awareness of Procter & Gamble and his opinion on the attractiveness of Procter & Gamble. At the end of the questionnaire, the employer is asked to find out what basic requirements the employer should meet in order to be the ideal employer for respondents. Part of the practical part is a summary of information found during this part of the thesis and recommendations for the company how to proceed in the future when building an employer brand and increasing its attractiveness as an employer. The conclusion of the thesis is to find out whether the basic questions that the thesis deals with and whether the work fulfilled its objectives were answered.