Influence of company characteristics on the percived image of desireable employer

Ljudski kapital je najvrjednija imovina poduzeća i privlačenje najboljih talenata u organizaciju je važan zadatak marketinga i ljudskih resursa. Unatoč promjenjivim ekonomskim trendovima, privlačenje i zapošljavanje pravih osoba je uvijek od izrazitog značaja za uspješan razvoj poduzeća. Koji sve čimbenici utječu na mlade koji nemaju iskustva na tržištu rada, kako gledaju na marku poslodavca, koliku prednost imaju internacionalne organizacije sa snažnim markama, kolika je uloga prosječne plaće – sve su to pitanja o kojima za sada nema saznanja na našem tržištu. U radu se definiraju teme poput marke poslodavca, korporativnog imidža, reputacije te poželjnog poslodavca. Provedeno je istraživanje među mladima kako bi se došlo do zaključaka na koji način snažna reputacija poduzeća utječe na njihovu namjeru o prijavi za posao. Ispitan je imidž deset poduzeća u Hrvatskoj te su predstavljeni pojedinačni i grupni rezultati.Human capital remains to this day to be the greatest resource for every company and attracting new talents is a major concern for both marketing and human resources department. In spite the market trends, attracting the best and brightest is always important because it drives the future development of the company. Which company characteristics are most relevant for graduates who are looking for their first job, what they think about employer brands, do the strong, international brands have better reputation, is salary most important factor – we do not have any answers on these questions on our local market. This paper covers topics, such as employer brand, corporate image, reputation and desirable employer. After literature review, the survey among young people (mostly graduates) have been conducted to find out what's the role of company's reputation and how it's connected with the intention to apply for a job. Ten Croatian companies were selected for the survey and results are representing for each of them, as well as the average