Komparace personálního marketingu v neziskovém a ziskovém sektoru

The subject of my Bachelor Thesis is to characterize and analyse personnel marketing as a tool of human resources management and to clarify its contribution for both non-profit and for profit sector and its follow-up comparison between these sectors, based on the assumption of existining differences between personnel marketing in for profit and non-profit sector. The practical use of personnel marketing is demonstrated and analysed by using the example of national representation of international student organization AIESEC, AIESEC Czech Republic, as a non-profit sector representative and undisclosed for profit company from the Financial Services sector, Financial Institution XY, p.l.c., for comparison of different approaches, methods and strategies. The main channels and tools of internal and external personnel marketing are evaluated by using quantitative analysis from available data and qualitative analysis based on own experince or discussion with Personnel Marketing department of the Financial Institution. The existing differences in personnel marketing approaches and media channels are compared and confirmed on the grounds of these findings. Furthermore, the Thesis analyses potential risks and offers possible solutions to improving the current situation, that lies in mutual inspiration and cooperation between for profit and non-profit sector, that would result in higher effectivity of personnel marketing of both of the sectors.