CURRENT USE OF PERSONNEL MARKETING IN CZECH COMPANIES

Personnel marketing is a new scientific discipline combining two classic fields - personnel management and marketing. The main idea of personnel marketing is the perception of the employee as a customer and the satisfaction of their needs and wishes. The article takes an in-depth look at current personnel marketing in the Czech Republic. Primary research is employed to identify thirteen tools of personnel marketing, and the effectiveness and frequency of use of these tools is empirically demonstrated. The relationship between the effectiveness and frequency of the tools is then statistically investigated. Differential analysis was used to establish that the frequency of use is lower than the perceived effectiveness. Regression analysis demonstrated the linear relationship between effectiveness and frequency of the use of these tools. Factor analysis was used to identify latent factors of personnel marketing tools.