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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

časopis Trendy v podnikání

ISSN

2788-0079

e-ISSN

—

Svazek periodika

2023/13

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

12

Strana od-do

27-38

Kód UT WoS článku

—

EID výsledku v databázi Scopus

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