HR marketing vybrané společnosti

This bachelor thesis deals with HR marketing and its impact on building the employer brand in a selected company. The main objective is to evaluate the current state of HR marketing activities based on collected data, identify their strengths and weaknesses, and propose measures to improve the attraction and retention of employees. The theoretical part defines key concepts in the field of human resource management, HR marketing, and employer branding, including their interrelationships and importance in modern organizations. It also describes the division of HR marketing into external and internal environments and characterizes the main processes within these areas. The practical part focuses on the analysis of a specific company and uses a combination of qualitative and quantitative research. Qualitative data were obtained through a semi-structured interview with a representative of the HR department, which enabled a detailed description of HR marketing processes. Quantitative data were collected through a questionnaire survey among employees, providing insights into their satisfaction, motivation, and perception of the employer. Based on the comparison of both methods, key strengths and weaknesses were identified. The results show that the company has effective external HR marketing tools and is generally perceived positively; however, there is room for improvement, particularly in the areas of internal communication, career development, and employee experience management. Based on these findings, specific recommendations were proposed to strengthen the employer brand and increase the effectiveness of HR marketing activities.