Zaposlenici kao ambasadori organizacije

professional thesis

• Title (english): Employees as Organization's Ambassadors
• Author: Petra Matjašec
• Mentor: Ivan Tanta (mentor)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-10-11, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Strateška komunikacija ključ je uspješnog poslovanja i međuljudskih odnosa. Ovaj rad usredotočuje se na internu korporativnu komunikaciju sa zaposlenicima kao najvažnijom javnošću organizacije te čimbenicima njihove transformacije u ambasadore organizacije. Ambasadori organizacije mogu biti zaposlenici koji su usklađeni s korporativnim identitetom i korporativnom kulturom, primarno svojim osobnim karakteristikama što se utvrđuje (samo)selekcijom kandidata za posao prilikom zapošljavanja te procesom korporativne socijalizacije, dijelom prije ulaska u organizaciju, a dijelom nakon zapošljavanja. Navedeni čimbenici bit će presudni u stvaranju vrijednosti brenda temeljene na zaposlenicima (EBBE) i zadržavanju članova organizacije koji se s njom identificiraju te dijele zajedničke ciljeve, postajući tako njezini najbolji promotori.

Abstract (english)

Strategic communication is the key to successful business and interpersonal relations. This thesis focuses on internal corporate communication with employees as organization's most important public as well as factors of their transformation into organization's ambassadors. The ambassadors of an organization can be those employees who are compatible with its corporate identity and corporate culture, primarily in respect to their personal characteristics which is determined through (self)selection of job candidates during the employment process and during the process of corporate socialization, partly before entering the organization, and partly after entry. The aforementioned factors will be crucial in creating Employee-Based Brand Equity (EBBE) and retention of employees who identify themselves with it and share common goals, consequently becoming its best promotors.

• Keywords: interna korporativna komunikacija; korporativni identitet; korporativna kultura; EBBE; korporativna socijalizacija; selekcija zaposlenika; ambasadori organizacije
• Keywords (english): internal corporate communication; corporate identity; corporate culture; EBBE; corporate socialization; employee selection; organization's ambassadors
• Language: croatian
• URN:NBN: urn:nbn:hr:114:585909
• Study programme: Title: Public Relations; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću (sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-10-17 07:48:40