Moravčíková, M. HR marketing of IT companies in the online environment and on social networks. Thesis. Brno: Mendel University in Brno, 2018. This diploma thesis deals with HR marketing in IT companies in the online environment and on social networks. The aim of the thesis is to propose marketing recommendations for recruitment policy on social networks and online portals for companies in the field of information technologies in Brno. Qualitative research is conducted throughout in-depth interviews with candidates, staff, and interview with employers. On the basis of obtained primary and secondary data obtained, recommendations for the recruitment of entities moving on this market have been proposed.

The character of activities of human resource management is in today's world wider and wider, to be a good employer is not enough, it is needed to communicate this message through various channels and grip potential employees, current employees and also the public. On the basis of analyzis of available sources, the thesis summarizes and completes current knowledge in the area of personnel marketing and employer branding, and proves the importance of personnel marketing in the discipline of human resource management. The theoretical part at first concentrates on the general area of personnel marketing, later it covers specific activities of personnel marketing focused on the target group of university students and graduates. The practical part of the thesis describes the approach of a specific organization and activities of that organization focused on the target group of university students and graduates. Later the practical part describes a project of building university relations in which I took a part, the results of this project, and evaluation of the impact of the results. In the end the thesis compares the activities of this organization with prevalent praxis and answers a question if the success of personnel marketing is based rather on quantitative or qualitative approach. Key words...

The presented study focuses on online social media and possibilities of their use in human resource management. The aim of the study is to define recommendations for a more effective application of social media and their tools in HR management, based on an analysis of social media tools and evaluation of results of a research carried out among Czech organizations. The study also attempts to identify the potential use of individual online social media in the respective HR activities. The study consists of a theoretical and an analytical part. The theoretical part first describes social media as a whole and then presents a description of the most common social networking services. The analytical part comprises three chapters. One chapter includes an analysis of social media tools and their potential use in the respective HR activities, while another chapter contains a description and analysis of the results of a research examining the use of social media in HR practice of Czech organizations. The final chapter presents a comparison of the outputs of both analyses. Recommendations for a more effective use of social media in HR practice are then defined based on this comparison. The outcomes of this comparison include the finding that practical use is in accordance with the defined potential only in the case of LinkedIn, which is by far the most used social networking service in Czech organizations. Facebook is the second; however, the extent to which it is used does not fully match the possibilities it offers. This also holds for other social media, particularly in terms of their use for recruitment and HR marketing, the most suitable HR activity for social media. The recommendations defined for using social media in HR practice of Czech organizations therefore mainly include greater diversification of the range of these tools used in recruitment and HR marketing, leading to addressing different types of job candidates and to better employer branding, and screening job candidates on various social networking services, using as many resources as possible.

This diploma thesis deals with the topic of personal marketing in the area of shared services centres, mainly by its external part focusing on acquisition of university students and graduates. The main aim of the thesis is to propose improvements for personal marketing strategy of one concrete company. For this purpose, the key notions from the field of personal marketing as employer branding and employer reputation are defined as well as the terms from the area of shared services centres. After the definition of SSC, the sector of shared company services is going to be described to give reasons for the need for them to set up an effective personal marketing strategy aimed on university students and graduates. In practical part the assessment of the current approach to the personal marketing of the chosen company is to be made by analysing individual elements of its personal marketing strategy and comparing it to its competition. Then by using that and the results of the survey made amongst the target groups, the recommendation to improve current HR marketing strategy of the chosen company will be concluded.

The aim of diploma thesis is an analysis of HR marketing focusing on university students using the example of selected company. The theoretical part deals with an explanation of general terms continuing to concrete description of used analysis. Analyses in the practical part are followed by recommendation to improve the current situation of HR marketing focused on university students in selected company.

The diploma thesis deals with the topic of current trends in the process of recruiting employees in the organization. Recruiting employees is an important process for HR professionals and for the entire organization. Recruitment is classified as a personnel activity. First the diploma thesis characterizes personnel activities, especially the process of recruiting staff and the individual steps of the activity. Then the latest trends in the process of recruiting are presented, as the trend in the development of information technology is reflected in recruitment. The current era of digitization and development of information technology brings new conveniences and tools that can be used not only in the actual recruitment, but also in the next steps of recruitment. Attention is also paid mainly to the methods, partial methods and tools that are used in this area for individual methods. Significant attention is focused on building the employer's brand and at the same time personnel marketing. Personnel marketing is an important element for building an employer's brand and is key in the process of recruiting employees. Building an employer's brand is an essential activity for creating a good image and awareness of a potential candidate. Part of the thesis is a description of a research survey, which...

Building an attractive workplace image, companies can attract and retain qualified employees. According to several research papers, some workers, especially young generation, prefer organizations with a prestigious employer brand and a positive social impact. The master thesis is focused on corporate social responsibility (CSR) as part of employer branding and its application within a human resource management system. The thesis is based on the assumption that the rising generation of workers considers socially responsible behaviour of companies as one of the factors of employer's attractiveness. The aim of the thesis is to analyze attitudes and preferences of selected representatives of generation Y regarding corporate social responsibility. The quantitative analysis is focused on the view on CSR by Charles University students of Faculty of Arts and employs an online questionnaire for data collection. Key words: employer branding, corporate social responsibility, CSR, stakeholder theory, employer's attractiveness, generation Y, HR marketing, HR activities

The diploma thesis focuses on the use of internal marketing to increase satisfaction of the employees in the specific company. There is a theoretical background of given issue in the theoretical part. The analytical part is centred on the analysis and description of the current situation in the company. One part of the analysis is also a questionnaire. In the proposal part, the definite solutions are introduced in accordance to gained information. These changes will lead to an increase of the employee satisfaction.