Open Access Article SciPap-983
The Current Perception of Personnel Marketing
by Otakar Ungerman 1,* iD icon, Světlana Myslivcová 2 iD icon and Jaroslava Dědková 3

1 Faculty of Economics, Department of Marketing, Technical University of Liberec, Studentská, 2, Liberec 460 01, Czechia

2 Faculty of Economics, Department of Marketing, Technical University of Liberec, Studentská, 2, Liberec 460 01, Czechia

3 Faculty of Economics, Department of Marketing, Technical University of Liberec, Studentská, 2, Liberec 460 01, Czechia

* Authors to whom correspondence should be addressed.

Abstract: The basic prerequisite for the presented research was research of scientific databases. This theoretical basis is for primary two-level research. The first level consists of quality research for which important companies in the Czech Republic were selected, presenting applied personnel marketing. The result was 13 attributes which HR staff view as the way to conduct personnel marketing. The resulting attributes were the basis for quantitative research. For uncovering of potential latent attributes the results were subjected to factor analysis. The result of the research is a targeted overview of how companies perceive personnel marketing as well as how they use it. Research has been carried out in the Czech Republic, but the results are applicable globally, because all enterprises in survey have a parent company in the EU, USA, Japan or China, and apply their corporate culture. The results of the research are applicable both in the theoretical area where they moved to the examined issues forward and in the practical area where they may serve for better work with human capital.

Keywords: Management, Human Resources, Corporate Communication, Personnel Marketing, Factor Analysis

JEL classification:   M31 - Marketing,   M51 - Firm Employment Decisions • Promotions

SciPap 2019, 27(1), 983

Received: 2 January 2018 / Accepted: 24 October 2018 / Published: 23 March 2019