Personální marketing z pohledu studentů vysokých škol cestovního ruchu

The diploma thesis deals with personnel marketing, building the employer's brand and the expectations of university students from future employers when searching for job offers. The basic problems are questions concerning the very concept of personnel marketing, its basic activities, division, its tools and also the marketing mix of personnel marketing. It also defines the building of the employer's brand, its importance and communication, followed by explanations of issues related to corporate culture or brand image and identity. In the theoretical part, the work deals with this issue from the perspective of the literature. The practical part evaluates the results of the analysis among students of tourism universities, which examined the expectations of these students in finding potential employers, ideas about these employers and especially the factors that are important for students in finding employment. From this questionnaire survey, it was found that the expectations of bachelor's and master's students are different, that ideas about the future employer are also different, and the most important factors for students when choosing an employer were also evaluated. At the end of the work, a discussion of the results of the questionnaire survey was performed and the established hypotheses were evaluated.