Personnel Marketing Strategy: A Source of Competitive Advantage in the Labour Market

This paper covers topics closely related to human resource management, personnel marketing, branding, the selection of a future employer and Generation Z. It describes pilot quantitative designed to identify means of personnel marketing that should provide a competitive advantage recruiting employees for one of the important employers in the Liberec Region. The study included survey to determine how the selected company is perceived by potential employees. primary research identified aspects that particular potential Generation Z employees consider important choosing an employer. It also identified communication channels used by particular potential employees searching for information about their future employer. In connection with the selection of the future , the survey also determined who influences decisions made by potential employees when choosing employer. The results of the research were used to draw up a specific strategy for personnel marketing employer branding.