Title:	Personnel marketing strategy: A source of competitive advantage in the labour market
Authors:	Myslivcová, Světlana
Citation:	Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2023, roč. 13, č. 2, s. 27-38.
Issue Date:	2023
Publisher:	Západočeská univerzita v Plzni
Document type:	článek article
URI:	http://hdl.handle.net/11025/55335
ISSN:	2788-0079
Keywords:	personální marketing;zaměstnanec;konkurenční výhoda;zaměstnavatelská značka;výzkum
Keywords in different language:	personnel marketing;employee;competitive advantage;employer brand;research
Abstract in different language:	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.
Rights:	© Západočeská univerzita v Plzni
Appears in Collections:	Číslo 2 (2023) Číslo 2 (2023)

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