Perceived and applied employer branding through the example of The Ritz-Carlton, Budapest
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| Format: | Thesis |
| Kulcsszavak: | branding communication employee value proposition employer branding human resources marketing |
| Online Access: | http://dolgozattar.uni-bge.hu/39389 |
| Abstract: | In my dissertation I intended to find out how employer branding is working in a concrete company, how different the perception and the actual application is. I had the opportunity to analyze the employer branding of The Ritz-Carlton, Budapest both internally and externally. In order to find aswers for my questions I used qualitative methods because I was trying to examine a concrete issue and did not need quantifiable data, thus I conducted two in-depth interveiws and then organized a focus group within the current employees of the brand. Some were recently hired while others were in the company since its opening, so it gave me a thorough understanding how the strategy is used both for recruitment and for retention. Surprisingly, contrary to what the general trends are, salary did not rank at first place amongst the employees. As I had presumed on the other hand, the most attracting element of the employee value proposition is the global reputation of the brand. |
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