Sociální sítě jako nástroj personálního marketingu

This thesis elaborates on the utilization of various social media in the human resources marketing. The importance of the use of social media in the HR strategies is increasing mainly due to the low unemployment rate, while the traditional recruiting and advertising tools are failing. This paper aims to introduce the various options of using different social media channels in the recruitment process and the employer branding. Particular goals are to identify the contribution and potential of social media in the HR marketing and identify specific recommendations to improve the utilization of the social media within existing subject - Czech recruitment agency. The paper consists of 6 chapters. The research work is split into two parts, while in the first part there are semistructured interviews with the recruiters and the second part was executed via questionnaires with the job applicants. The goals of the paper are accomplished via analysis, synthesis and a comparison of the answers from both parts of the research. One of the most important conclusions of the paper is a fact that HR marketing on the social media platforms requires complex and well planned strategy and it is necessary to combine it with other recruitment tools.