| Abstract [eng] |
The main aim of this master paper was to identify influence of the employer brand on the motivation of X, Y and Z generation employees working remotely as well as their retention in a company. This research gathered 203 respondents, which are working remotely. This master thesis is comprises three parts: one of the literature rewiev, empirical research methodology and empyrical research. In literature analysis was overview the main aspects of employer brand, employees motivation, employees retention in a company, remote work dimensions and generational differences in the face of today's pandemic situation. This work reflects three constructs that figurate throughout the work: the brand of the employer, the motivation of the employee to work and retention in the company. Employer brand is positively related to the motivation of employees and the retention of employees in the company when working remotely, but this affects different generations more strongly or weakerly. Also, when working remotely, it was observed that respondents positively appreciate the link between the employer's brand and the retention of employees in the company working more intensively (4-5 days a week) than those who work at a lower intensity (1-3 days a week). The lower the intensity of remote work, the more satisfied employees are with the employer brand. Being more in the office, employees are more satisfited and motivated in the company itself, the higher the intensity, employees lose the link between the employer's brand through motivation. Generation Z representatives are more favourable about the links between the employer's brand and motivation, as well as the links between the employer's brand and the retention of employees in the company. The older the respondents are, the less significant the employer brand is for them. There are also positive links between the employer's brand and the motivation of employees, it affects employees, the more favorable the image of the employer, the more motivated the employees are. The stronger the employer's brand, the longer the employees are retention in the company, they become more loyal to the brand of their company. The conclusions and recommendations summarise a review of the literature with the results of the obtained study. The results of the study can provide useful insights for future employees who will work for generations Z and the principle of work will be organized remotely. |
