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Μόνιμο URI για αυτήν τη συλλογήhttps://pyxida.aueb.gr/handle/123456789/42

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Πλοήγηση Μεταπτυχιακές Εργασίες ανά Συγγραφέα "Andriopoulos, Andreas"

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  • Μικρογραφία εικόνας
    Τεκμήριο
    Employer branding in the Greek context
    (2025-09-24) Andriopoulos, Andreas; Paraskevas, Argouslidis; Gkypali, Areti; Panagiotopoulou, Leda
    Employer Branding has emerged as a strategic tool that enables organizations to attract, engage, and retain talent in an increasingly competitive and knowledge-driven economy. It integrates marketing principles into human resource management, positioning companies as attractive employers by communicating the functional, economic, and psychological benefits associated with employment. This thesis explores Employer Branding from a marketing perspective, emphasizing its role as a holistic communication strategy that shapes perceptions among both internal and external stakeholders. While the concept has been extensively studied in large multinational corporations, research on its implementation in smaller organizations remains limited. This study addresses this gap by examining how organizations of different sizes in Greece, can adopt Employer Branding strategically to enhance organizational attractiveness and employee retention. A quantitative research approach was applied through a structured questionnaire distributed to employees in Greece. The questionnaire measured dimensions of Employer Branding such as Interest Value, Social Value, Economic Value, Development Value, and Application Value, along with factors like Salary & Compensation, Promotional Opportunities, and Intention to Leave. Data were analyzed using SPSS (version 29), including frequency distributions, factor analysis, reliability testing, and correlation analysis. Findings reveal that Employer Branding dimensions significantly shape perceptions of organizational attractiveness and employees’ intention to stay. Respondents emphasized Development Value, supportive workplace culture, and transparent communication as equally important as financial compensation. The research demonstrates that Employer Branding functions as a marketing mechanism influencing reputation, engagement, and competitiveness. From a theoretical perspective, the thesis contributes empirical evidence from the Greek context, confirming the adaptability of existing frameworks. From a managerial standpoint, it highlights the importance of crafting a clear Employer Value Proposition (EVP) and leveraging digital communication channels to strengthen the employer brand.