Osobní branding a jeho význam na začátku profesní kariéry

The diploma thesis focuses on the topic of personal branding and its role in the beginning of a professional career. The aim of this thesis is to find out the importance of personal branding for students and graduates belonging to generation Y in the beginning of their professional career and for their potential employers. Then, based on the findings, suggest marketing recommendations for stakeholders to support Y-generation students and graduates in building their personal brand. For this purpose, the combination of quantitative and qualitative research was conducted through in-depth interviews with students and graduates of various specialization (n = 30), with recruiters (n = 10) representing the potential employers and trough a questionnaire survey (n = 312). From the data collected and the analysis of the current situation regarding personal branding, it was found that representatives of generation Y and the company representatives are aware of the personal branding concept but they differ in the level of a knowledge and would like to involved it more during the studies. The recommendation concerns an introduction of personal branding teaching at high schools and universities