Promocja jako narzędzie konkurowania o pracowników na przykładzie Szczecińskiego Obszaru Metropolitarnego
Promotion as a Tool for Competing for Employees on the Example of the Szczecin Metropolitan Area

Summary/Abstract: The article presents the problem of competing of regions for employees and inhabitants. The research area of work was the Szczecin Metropolitan Area. The purpose of the article was to characterize the advertising campaign “Szczecin recruits” and to indicate the factors that led to this form of promotion. The research material was mainly factual information of the Central Statistical Office and Provincial Labor Office in Szczecin, as well as information about the advertising campaign posted on the Internet. The work presents the essence of human resources in the development of regions. The attention was focused on the border areas. The socio-economic potential of the studied territory was characterized. Two editions of the campaign, which were carried out in 2017 and 2018, have been described and compared with each other. The research has confirmed that promotion can be an effective tool in competing for new employees and inhabitants.

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