Personnel marketing strategy: A source of competitive advantage in the labour market
| dc.contributor.author | Myslivcová, Světlana | |
| dc.date.accessioned | 2024-03-11T16:36:40Z | |
| dc.date.available | 2024-03-11T16:36:40Z | |
| dc.date.issued | 2023 | |
| dc.description.abstract-translated | 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 important employers in the Liberec Region. The study included a survey to determine how the selected company is perceived by potential employees. The primary research identified aspects that particular potential Generation Z employees consider important when choosing an employer. It also identified communication channels used by particular potential employees when searching for information about their future employer. 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 results of the research were used to draw up a specific strategy for personnel marketing and employer branding. | en |
| dc.format | 12 s. | cs |
| dc.format.mimetype | application/pdf | |
| dc.identifier.citation | Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2023, roč. 13, č. 2, s. 27-38. | cs |
| dc.identifier.doi | https://doi.org/10.24132/jbt.2023.13.2.27_38 | |
| dc.identifier.issn | 2788-0079 | |
| dc.identifier.uri | http://hdl.handle.net/11025/55335 | |
| dc.language.iso | en | en |
| dc.publisher | Západočeská univerzita v Plzni | cs |
| dc.rights | © Západočeská univerzita v Plzni | cs |
| dc.rights.access | openAccess | en |
| dc.subject | personální marketing | cs |
| dc.subject | zaměstnanec | cs |
| dc.subject | konkurenční výhoda | cs |
| dc.subject | zaměstnavatelská značka | cs |
| dc.subject | výzkum | cs |
| dc.subject.translated | personnel marketing | en |
| dc.subject.translated | employee | en |
| dc.subject.translated | competitive advantage | en |
| dc.subject.translated | employer brand | en |
| dc.subject.translated | research | en |
| dc.title | Personnel marketing strategy: A source of competitive advantage in the labour market | en |
| dc.type | článek | cs |
| dc.type | article | en |
| dc.type.status | Peer-reviewed | en |
| dc.type.version | publishedVersion | en |
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