Employer branding in startups : case startup Company CupoUnion

This thesis focuses on the Employer Branding in startups. The research was held within a Human Resources department of the startup company CupoUnion Ltd. The objectives of this study can be divided into theoretical and practical ones. The theoretical objective was to figure out, whether it makes sense for startups to invest money in employer branding. And, if it does, how startup companies can build their employer brand considering unique context and special circumstances of startups operations. The practical objective of this research is to identify the strengths and weaknesses of employer branding in the case company in order to analyze the current state of internal employer branding at CupoUnion Ltd and to make the recommendations for future improvements. The theoretical data for this study was collected from the different sources, mainly academic articles and books. The mixed research method was applied in this thesis because both quantitative and qualitative methods were used to collect the data. Additionally, the online questionnaire was chosen as a technique to hold the survey. Based on the findings, case company has received an overview of the status of its internal employer branding based on different metrics such as employee engagement, employee satisfaction, working relationships etc. Finally based on the research further suggestions were presented, how to strengthen employer branding at CupoUnion Ltd