20.500.12556/DKUM-95146 Delovne zahteve in viri kot dejavniki znamke delodajalca primer domov starejših odraslih Job demands and resources as employer branding factors the case of nursing homes Zdravstveni sektor je zaradi daljšanja življenjske dobe in drugih demografskih sprememb deležen vedno večjega pritiska, saj prihaja do neravnovesja med razpoložljivimi kadrovskimi kapacitetami in povpraševanjem po oskrbi. Zdravstvene organizacije se na kadrovskem področju srečujejo s težavami pri privabljanju in zadrževanju kadra. Mednje lahko uvrstimo tudi domove za starejše, ki se bodo soočali z vedno večjim primanjkljajem prostih postelj za stanovalce. Kadrovski izzivi na področju zdravstva močno otežijo nudenje kvalitetne oskrbe. Da se temu problemu zoperstavijo in privlačijo zadostno količino ustrezno usposobljenega strokovnega kadra, je pomembno, da se zdravstvene organizacije predstavijo kot konkurenčen in zaželen delodajalec. Slednje pa lahko dosežejo preko izgradnje privlačne znamke delodajalca, problem pa se pojavi, ker je znamčenje zdravstvenih organizacij kot delodajalca malo raziskano. Namen magistrskega dela se je tako nanašal na prispevek k malo raziskanemu področju, s fokusom na znamko delodajalca domov za starejše v Sloveniji. Problem smo preučevali skozi perspektivo teorije delovnih zahtev in virov (Bakker in Demerouti, 2007) in skušali ugotoviti, kako različni dejavniki delovnega okolja vplivajo na izbrana kazalnika znamke delodajalca. V kontekstu naše raziskave sta ta kazalnika priporočenost organizacije s strani zaposlenih in namera za odhod iz organizacije. Na vzorcu 555 zaposlenih iz šestih domov za starejše v Sloveniji smo v kontekstu naročniške raziskave svetovalnega podjetja ugotovili, da so delovne zahteve negativno napovedovale kazalnik priporočenosti organizacije s strani zaposlenih in pozitivno napovedovale namero za odhod. Kljub temu, da se je vsak posamičen vir izkazal kot pomemben napovednik kazalnikov znamke delodajalca, smo ob sočasni vključenosti vseh spremenljivk v raziskovalna modela lahko opazili, da so nekateri delovni viri izgubili svojo statistično pomembno napovedno moč, pozitivna povezava varnosti zaposlitve z namero za odhod iz organizacije pa je predstavljala nepričakovan rezultat. Mediacije so bile vedno statistično pomembne, s tem da so bile nekatere delne, druge pa popolne, kar smo pripisali kompleksnosti mediacijske spremenljivke zadovoljstva s službo in naravi v model vključenih delovnih virov. Ob primerjavi pojasnjevalne moči ekonomskih in ne-ekonomskih dejavnikov v odnosu s kazalniki znamke delodajalca smo v nasprotju s pričakovanji ugotovili, da so več variance v obeh odvisnih spremenljivkah pojasnili ekonomski dejavniki. Rezultat nas je usmeril v raziskovanje kompleksnosti ekonomskih dejavnikov in njihove osrednje vloge pri zadovoljstvu zaposlenih Izpeljavo zaključkov sicer omejijo pomanjkljivosti magistrskega dela, kljub temu pa so rezultati uporabni za razumevanje znamčenja domov starejših kot delodajalca in vlogo, ki jo v tem procesu predstavljajo različne delovne zahteve in viri. Due to longer life expectancy and other demographic changes, the healthcare sector is under increasing pressure as there is an imbalance between available human resources and demand for care. Healthcare organisations are facing difficulties in attracting and retaining staff. This includes nursing homes, which will face an increasing shortage of beds for residents. Staffing challenges in the healthcare sector make it very difficult to provide quality care. In order to counter this problem and attract a sufficient number of suitably qualified professionals, it is important for healthcare organisations to present themselves as competitive and desirable employers. This can be achieved by building an attractive employer brand, but the problem arises because the branding of healthcare organizations as employers has been little researched. The aim of this master's thesis was to contribute to this under-researched area, with a focus on the employer brand of nursing homes in Slovenia. We examined the problem through the perspective of the theory of job demands and resources (Bakker and Demerouti, 2007) and tried to determine how various factors in the work environment influence selected indicators of an employer brand. In the context of our research, these indicators are employee recommendation of the organization and intention to leave the organization. Based on a sample of 555 employees from six nursing homes in Slovenia, in the context of a commissioned study by a consulting company, we found that job demands negatively predicted the indicator of employee recommendation of the organization and positively predicted the intention to leave. Although each individual resource proved to be an important predictor of employer brand indicators, when all variables were included in the research model, we observed that some job resources lost their statistically significant predictive power, while the positive correlation between job security and the intention to leave the organization presented an unexpected result. Mediations were always statistically significant, with some being partial and others complete, which we attributed to the complexity of the mediating variable of job satisfaction and the nature of the job resources included in the model. When comparing the explanatory power of economic and non-economic factors in relation to employer brand indicators, we found, contrary to expectations, that economic factors explained more variance in both dependent variables. The result led us to explore the complexity of economic factors and their central role in employee satisfaction. Although the conclusions are limited by the shortcomings of the master's thesis, the results are nevertheless useful for understanding the branding of nursing homes as employers and the role that different job demands and resources play in this process. domovi starejših znamka delodajalca delovne zahteve delovni viri namera za odhod iz organizacije kazalnik priporočenosti organizacije s strani zaposlenih nursing homes employer brand job demands job resources intention to leave the organization employee recommendation index for the organization. true true false P. Plamberger Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-09-05 20:33:22 2025-09-26 14:35:00 2025-09-27 03:37:23 0000-00-00 00:00:00 2025 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF (XII, 104 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 159.944:005(043.2)(0.034.2) 250682115 MAG_Plamberger_Petja_2025.pdf MAG_Plamberger_Petja_2025.pdf 1 55371866280A16B37C7A027AFEDDD9A8 647f02c6245a0a4ad2b7a02af14a38956b3676bc02e3bbe7681fd378ed28746d dc7a552d-93a7-11f0-821d-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=198665 Filozofska fakulteta 0 0 0