Personnel Marketing Strategy: a Source of Competitive Advantage in the Labour Market

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F23%3A00011585" target="_blank" >RIV/46747885:24310/23:00011585 - isvavai.cz</a>
Result on the web
<a href="https://doi.org/10.24132/jbt.2023.13.2.27_38" target="_blank" >https://doi.org/10.24132/jbt.2023.13.2.27_38</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.24132/jbt.2023.13.2.27_38" target="_blank" >10.24132/jbt.2023.13.2.27_38</a>

Result language
angličtina
Original language name
Personnel Marketing Strategy: a Source of Competitive Advantage in the Labour Market
Original language description
This paper covers topics closely related to human resource management, personnel marketing, employer branding, the selection of a future employer, and Generation Z. It describes pilot quantitative research designed to identify means of personnel marketing that should provide a competitive advantage when recruiting employees for one of the significant employers in the Liberec Region. The study included a survey to determine how potential employees perceive the selected company. The primary research identified aspects that potential Generation Z employees consider essential when choosing an employer. It also identified communication channels particular potential employees use when searching for information about their future employers. In connection with the selection of the future employer, the survey also determined who influences decisions made by potential employees when choosing an employer. The research results were used to develop a specific strategy for personnel marketing and employer branding.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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