POVEZANOST MED VELIKOSTJO PODJETJA IN MERLJIVIMI ATRIBUTI ZAPOSLITVENEGA OGLASA

Gaber, Mojca

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Naslov:	POVEZANOST MED VELIKOSTJO PODJETJA IN MERLJIVIMI ATRIBUTI ZAPOSLITVENEGA OGLASA
Avtorji:	ID Gaber, Mojca (Avtor) ID Ferjan, Marko (Mentor) Več o mentorju...
Datoteke:	UNI_Gaber_Mojca_2010.pdf (3,93 MB) MD5: A80DE758D731DA8F92A66816BB22BF67 PID: 20.500.12556/dkum/ca067f2a-c1bf-4496-9348-0d289c3935ce
Jezik:	Slovenski jezik
Vrsta gradiva:	Diplomsko delo
Organizacija:	FOV - Fakulteta za organizacijske vede
Opis:	Vsi zaposlitveni oglasi imajo skupen cilj — seznaniti čim več ljudi in pritegniti pravega kandidata za prosto delovno mesto. Z dobrim zaposlitvenim oglasom lahko bistveno vplivamo na uspešnost oglasa, ki je odvisna od njegove oblike in vsebine. Oglasi morajo biti čim bolj izvirni in vpadljivi, da pritegnejo pozornost potencialnih kandidatov. Dober oglas in primeren kandidat za zaposlitev sta namreč močno povezana. V diplomskem delu smo raziskali, kakšna je povezava med velikostjo podjetja in merljivimi atributi zaposlitvenega oglasa. Velikost podjetja smo določili glede na število zaposlenih v podjetju. Atributi, ki smo jih vključili v raziskavo, so površina, cena, barve, število ponovitev in število prijav na zaposlitveni oglas. Diplomsko delo je sestavljeno iz dveh delov, teoretičnega in raziskovalnega. V teoretičnem delu smo predstavili tržno komuniciranje, nato smo podrobneje opisali oglaševanje in odnose z javnostmi. Opisali smo, kako se oglaševanje uporablja tudi kot oblika vabljenja potencialnih kandidatov za zaposlitev. Na koncu smo opredelili zaposlitvene oglase. Z njimi podjetje komunicira z javnostmi, daje vedeti, da živi, raste in zaposluje. Raziskovalni del je bil namenjen analiziranju podatkov in teoriji, ki je bila pomembna za razumevanje raziskave. Podatke, ki smo jih pridobili s pomočjo preučevanja zaposlitvenih oglasov in anketnega vprašalnika, smo statistično obdelali s pomočjo programa SPSS in Microsoft Excel. Pri testiranju hipotez smo ugotovili, da med velikostjo podjetja in atributi zaposlitvenih oglasov obstaja pozitivna odvisnost. Odstopal je le atribut število ponovitev zaposlitvenega oglasa, kjer je raziskava pokazala, da povezanost ne obstaja. Najvišja povezanost se je pokazala med spremenljivkama velikost podjetja in število prijav na zaposlitveni oglas. Ugotovili smo tudi visoko povezanost med velikostjo podjetja in površino, ceno ter številom barv v zaposlitvenem oglasu. Testirali smo tudi, kakšna je povezava med samimi atributi. Ponovno je izstopal atribut število ponovitev zaposlitvenega oglasa, saj je analiza pokazala, da med njim in površino, ceno, bravo obstaja negativna odvisnost. Med številom ponovitev in številom prijav na zaposlitveni oglas pa povezave ni. Pogledali smo si tudi, katere medije podjetja največ uporabljajo za oglaševanje. Analiza podatkov je pokazala, da podjetja za oglaševanje zaposlitvenih oglasov poleg časopisov največ uporabljajo internet. Za najmanj uporabljen medij pa sta se pokazala radio in TV sprejemnik.
Ključne besede:	Tržno komuniciranje, oglaševanje, odnosi z javnostmi, velikost podjetja, zaposlitveni oglasi
Kraj izida:	Kranj
Leto izida:	2010
PID:	20.500.12556/DKUM-15192
COBISS.SI-ID:	6757651
NUK URN:	URN:SI:UM:DK:5GXMIDUY
Datum objave v DKUM:	01.12.2010
Število ogledov:	2637
Število prenosov:	195
Metapodatki:
Področja:	FOV
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Sekundarni jezik

Jezik:	Angleški jezik
Naslov:	CORRELATION BETWEEN SIZE OF COMPANY AND MEASURABLE ATTRIBUTES OF EMPLOYMENT ADVERTISEMENT
Opis:	All employment ads have a common objective – inform as many people as possible and attract the right candidate for the free position of employment. With a good employment add we can have a significant influence on the success of the ad. The success depends on the ad’s form and content. The ads must be original and attractive in order to draw attention of potential candidates. A good ad and an appropriate candidate for the position of employment are actually strongly connected. In the thesis we researched the connection between the size of the company and the measurable attributes of the employment ad. The size of the company was determined on the basis of number of employees. The attributes that were included in the research were the following: surface, price, colors, number of repetitions and number of applications per employment ad. The thesis consists of two parts, the theoretical part and the research. In the theoretical part we presented marketing communication. Then we described advertising and public relations in details. We described how to use the advertising as a form of inviting potential employment candidates. In the end we defined employment ads. They are used by companies to communicate with the publics, to let them know, that they live, grow and employ. The research part was intended for the analysis of the data and the theory, which was important for the understanding of the research. The data, that we acquired by studying employment ads and questionnaire, was statistically processed with the help of the SPSS and Microsoft Excel programs. At testing of the hypotheses we established that there is a positive dependence between the size of the company and the attributes of employment ads. The only deviating attribute was the number of repetitions of the ad, where the research showed that there is no connection. The highest connection occurred between the variables company size and number of applications per employment ad. We also established a connection between the size of the company and the surface, price and number of colors in the employment ad. We also tested the connection between the attributes themselves. Again, the attribute “number of repetitions of employment ad” stood out, as the analysis showed that there is a negative dependence of this attribute with the surface, price and color of the ad. There were no connections between the number of repetitions and the number of applications to the employment ad. We also examined which media is most used for the advertising. The data analysis showed that the companies placing an employment add mostly use newspapers and internet. The least used media are the radio and the television.
Ključne besede:	Marketing communication, advertising, public relations, size of company, employment advertisement

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