HR marketing of the selected company

HR marketing is increasingly becoming a key topic in the area of attracting and retaining quality employees, as it is a modern and highly effective tool for strategic human resource management. The bachelor thesis deals with the issue of HR marketing in a selected company and aims to evaluate the suitability of HR marketing tools and suggest appropriate improvement measures. The thesis is divided into two main parts, theoretical and practical. The theoretical part defines important terms such as Human Resource Management, Employer Branding and Personnel Marketing. Furthermore, it focuses on the internal and external part of HR marketing, where it characterizes the methods of each form of the system under study. The introduction of the practical part introduces the selected company and defines its activities. After the initial introduction of the company, a description of the current state of HR marketing follows based on the analysis of internal data, observation method, comparison of theory with practice and qualitative research in the form of a semi-structured interview with a representative of the HR department. In addition, the thesis conducts qualitative research based on a questionnaire survey. The conclusion of the practical part interprets the outcomes of the research investigation and suggests improvement measures of the current state of HR marketing, which represent the contribution of the bachelor thesis.