Personální marketing v řízení lidských zdrojů

Personnel marketing in management of human resources

Světlana Myslivcová

Personnel marketing is currently taking shape as a separate industry that connects the management of human resources with marketing and places each employee into the role of a customer. The connection of these two areas creates an effect with synergy, which leads to better work with human capital.
However, even despite the current need for innovative approaches to acquiring employees, the potential of personnel marketing is unsatisfactorily utilised both in the Czech Republic and abroad. In professional and scientific literature, foreign and mainly domestic, there are very few publications focused on personnel marketing comprehensively. The main objective of this monograph was therefore to define tools and attributes of external and internal personnel marketing and resources supporting employees’ satisfaction and stability, which are important for effective management of human resources. In order to achieve this objective, quality research was conducted, along with two mutually corresponding quantitative studies. All of the findings from primary research and studies of domestic and world professional and scientific literature resulted in a compilation of a personnel marketing model.