Mentoring as a tool for attraction and employer branding - A case study of the Sea of Experience Mentoring program

Abstract

This master thesis argues that mentoring can be used successfully as a tool for attraction and employer branding, in order to address new trends and demands of the business environment. Those changes are mostly related to the growing competition within the labor market and the shortage of workforce, which imposed the need to search for ways to answer new challenges. For that reason, the interest in the approach to mentoring not only as a tool for personal and professional development, but as a tool for attracting and employer branding is constantly increasing. The research of existing literature, as well as the case study presented in the thesis, showed that mentoring programs, as highly customizable, can contribute significantly to attraction and offer depth to employer branding in different sectors. The thesis also tried to examine which are the elements of mentoring as a tool for attraction and employer branding and the factors that could affect the successful implementation of the instrument. Based on the findings of the thesis and comparing the literature with the practice, the recommendations for the implementation of mentoring as a tool for attraction and employer branding were provided.