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An Examination of Employer Branding and how it influences the employment choices of recent graduates in Ireland

McCready, David (2018) An Examination of Employer Branding and how it influences the employment choices of recent graduates in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

This dissertation examines the influence that employer branding has on the employment choices of recent graduates in Ireland. The researchers aim was to find out which elements of an employer’s brand are the most and least desirable to University graduates who had completed their studies within the past two years.

The researcher adopted a qualitative approach to this research project. The researcher decided to use focus groups as his research instrument. Two focus groups were held, with five participants in each group. The questions asked were based around several key areas which were identified during literature analysis.

The findings of this project make a number of interesting insights. The most and least desired employers’ traits to the population sample are identified. Furthermore, the findings support recommendations as to the most influential platforms from which employers should be promoting their employer brand, if their aim is to attract recent graduates to their organisations. This includes a specific focus on online platforms. This research also offers a comparison of male and female recent graduates in terms of what traits they find most and least desirable from potential employers.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HD Industries. Land use. Labor > Issues of Labour and Work > Classes of Labour > Graduate Employment
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management > Recruitment
Divisions: School of Business > Master of Arts in Human Resource Management
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 25 Oct 2018 14:44
Last Modified: 25 Oct 2018 14:44
URI: http://trap.ncirl.ie/id/eprint/3330

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