PREPOZNAVNOST BLAGOVNE ZNAMKE ZLATA NIT

Bučan, Saša

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Title:	PREPOZNAVNOST BLAGOVNE ZNAMKE ZLATA NIT
Authors:	ID Bučan, Saša (Author) ID Ferjan, Marko (Mentor) More about this mentor...
Files:	UNI_Bucan_Sasa_2011.pdf (870,02 KB) MD5: 37D3C208087CA994ADE48E9550BE4EF0 PID: 20.500.12556/dkum/57c1572c-7399-4b8a-a56b-695ea7834a23
Language:	Slovenian
Work type:	Undergraduate thesis
Organization:	FOV - Faculty of Organizational Sciences in Kranj
Abstract:	Dandanes lahko konkurenčno borbo preživijo le najboljši, najiznajdljivejši, najprodornejši in najustvarjalnejši. Ena od stalnic človeškega bivanja je želja po uspehu, ko lahko posameznik razvije vse svoje potenciale in zablesti v najlepši luči. Tako je medijska družba Dnevnik ustanovila medijsko-raziskovalni projekt ter s tem novo blagovno znamko Zlata nit, ki odkriva najboljše prakse na področju zaposlovanja in upravljanja človeških virov. Zlata nit najboljšega zaposlovalca ne opredeljuje le po odnosu med zaposlenim in organizacijo, temveč upošteva tudi uspešnost in učinkovitost organizacije, ki se ravna po načelu uravnoteženih kazalnikov, promocijo podjetniške inovativnosti, spodbujanje prenosa dobrih praks in vrednot, dinamičnega razvoja zaposlenih in organizacij, prispevanje k dvigovanju konkurenčnosti slovenskega gospodarstva in nenazadnje poiskati in izbrati najboljšega zaposlovalca. Prvi del diplomske naloge je sestavljen iz teoretičnega dela predstavitve glavnih področij, kot so blagovna znamka delodajalca in oglaševanje. V drugem, raziskovalnem delu, sem navedla glavni cilj raziskave, kako je medijski družbi Dnevnik v tako kratkem času in v obdobju, ko se je že pojavila svetovna gospodarska kriza tudi na področju trga delovne sile, uspelo zgraditi tako prepoznavno blagovno znamko v poslovnem svetu in privabiti toliko sodelujočih podjetij in pokroviteljev oziroma partnerjev. Raziskovalni del sem opravila s pomočjo anketnega vprašalnika, s katerim sem želela ugotoviti, kaj je sodelujočim Zlata nit doprinesla, kaj so pogrešali pri projektu in katere so bile tiste vrednote projekta, s katerimi so se identificirali z Zlato nitjo. Na drugi strani pa me je zanimal namen podjetij, ki so se prijavila v projekt, kaj so s tem pridobila in kaj je to pomenilo za njihov nadaljnji razvoj na področju upravljanja s človeškimi viri. Pomembnejše ugotovitve raziskave so, da Dnevnik nudi ustrezen pečat strokovnosti in anonimnosti, da so z udeležbo na Zlati niti pridobili na ugledu, pozitivni prepoznavnosti širše javnosti, sklepanju novih poslovnih vezi in mreženju. Podjetja so lahko med seboj primerjala dobre prakse in si jih izmenjevala ter dobila dokaz več, da delajo v pravi smeri. Prav tako so se predstavljala v medijih in s tem dobila povečano število prošenj, kar je dober pokazatelj, da so se na podlagi dobre uvrstitve na Zlati niti predstavila kot dober delodajalec. S tem se tudi podjetja zavedajo večje prepoznavnosti, zanimivega delodajalca in dodatnega ugleda med iskalci zaposlitve, kar pomeni višja pričakovanja podjetij med iskalci zaposlitve. Zadnji del diplomske naloge je namenjen zapisom teh ugotovitev, kritični analizi in predlogom za izboljšave.
Keywords:	Blagovna znamka delodajalca, oglaševanje, Zlata nit.
Place of publishing:	Maribor
Year of publishing:	2011
PID:	20.500.12556/DKUM-18242
COBISS.SI-ID:	6879507
NUK URN:	URN:SI:UM:DK:JRRT3BEK
Publication date in DKUM:	03.08.2011
Views:	2746
Downloads:	297
Metadata:
Categories:	FOV
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Secondary language

Language:	English
Title:	RECOGNITION OF THE ZLATA NIT
Abstract:	Only the best, the most resourceful, vigorous and creative can survive the battle of competition today. One of the never changing characteristics of our being is the ambition to succeed, develop all our potentials and shine at our brightest. To this end, the Dnevnik media company established a media-research project and with it a new brand Zlata nit (Golden Thread), aimed at discovering best practices in the field of employment and human resource management. The Zlata nit not only defines the best employer according to the employee – company relationship, but also takes into account the success and performance of the company following the principle of balanced indicators, promotion of entrepreneurial innovativeness, promotion of transfer of good practices and values, dynamic development of employees and companies, contribution to a higher level of competitiveness of the Slovenian economy, and last but least, it wants to find and select the best employer. The first part of my thesis consists of the theoretical part of the main points, such as employer brand and advertising. In the second, research part, I addressed the main goal of my research, i.e. to establish how the media company Dnevnik succeeded in building a recognisable brand name in the world of business at the time when the global economic crisis was already becoming an issue also in the field of human resources and how Dnevnik managed to attract so many companies and sponsors or partners to participate in the event. The research part was conducted through a survey questionnaire, whose aim was to determine what the advantages of the Zlata nit were for the companies, which aspects were missed and what were the project values through which they could identify with the Golden Thread. On the other hand I was interested in the goal of the companies that joined the project and what they gained by joining in, and finally, how this contributed to their further development in the field of human resource management. The main findings of my research are in that Dnevnik provides an adequate stamp of professionalism and anonymity, that their participation in the Zlata nit enhanced their reputation and positive recognition among the general public, it facilitated networking and establishing new business contacts. Companies were able to compare and exchange good practices, thus obtaining additional proof that they were going in the right direction. Furthermore, the project gave them media exposure and in turn they received more job applications, which is a good indicator that positive placement at the Zlata nit is associated with a good employer. On the other hand, companies become aware of increased presence and their image of an interesting employer that gives them higher reputation among job seekers, which in turn leads to higher expectation that companies have for job seekers. The last part of thesis focuses on these findings and gives a critical analysis and proposals for improvements.
Keywords:	Employer brand, advertising, Zlata nit.

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