HR MARKETING IN TERMS OF HR MANAGERS AND EMPLOYEES - APPLICATION E-MARKETING TOOLS
HR MARKETING IN TERMS OF HR MANAGERS AND EMPLOYEES - APPLICATION E-MARKETING TOOLS
Author(s): Mariana StrenitzerováSubject(s): Media studies, Social development, Marketing / Advertising, Human Resources in Economy, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: campus recruitment; e-marketing tools; employer branding; human resources marketing (HR marketing); HR marketing tools; recruitment; social networks;
Summary/Abstract: The labour market is particularly competitive environment. The human resources managers have found out that hiring high quality staff is not as easy as it was in the past. The companies want to differentiate themselves and be more interesting for their staff. Human resources marketing can help them gain a competitive advantage and be different. The paper describes the essence and meaning of the human resources marketing. The employer branding helps companies to differentiate themselves from other companies in the field. The paper provides a perspective on the application of employer branding used for attracting and retaining the staff. The substantial part of the paper deals with the human resources marketing tools and their usage by human resources managers and employees in the selected company.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 463-473
- Page Count: 11
- Language: English