HR marketing ve společnosti JYSK

The basic theme of this bachelor’s work is to make a complex analysis of HR marketing in JYSK company as a modern instrument for recruiting and maintaining employee. The work is divided into two main parts. The theoretical part gives definitions of key terms: HR management, personnel marketing and Employer Brand. For a better understanding, personnel marketing is divided into external and internal. For each part, the individual duties of personnel work are described. The practical part includes the introduction of chosen company and analysis of current state of HR marketing. The aim is to assess the effectiveness of this system, to propose measures and possible improvements. To achieve the set goals, was chosen following methods: comparison of theory with practice, a structured interview with HR manager of JYSK company, an anonymous questionnaire and finally the unification of the outputs of these methods. The bachelor’s work has a benefit for the selected company, was made a comprehensive analysis of HR marketing and individual improvements are suggested.