Promotion as a Variable of HR Marketing in Selected Corporations in the Czech Republic in the Context of Digitization

Jiří Bejtkovský
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Jiří Bejtkovský: Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlín, Mostní 5139, 760 01 Zlín, Czech Republic

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2018, vol. 66, issue 6, 1393-1405

Abstract: Today's corporations want to differentiate themselves and be more attractive, popular and interesting for their current and potential employees. HR marketing can help corporations gain a competitive advantage and be different. The purpose of this paper was to determine the current state of use of social media platforms based on the biological age of the respondents and the highest level of education achieved of the respondents in selected corporations in the Czech Republic in the context of HR marketing. The primary data was obtained by a self-administered, structured questionnaire targeted at selected Czech corporations and their employees. The total number of respondents was 588 employees. One research question and two research hypotheses have been formulated. The verification or rejection of null research hypotheses was done through the statistical method of the Pearson's Chi-square test. The results came along with finding that there is a statistically significant relation between the active use of social media platforms and the biological age of the respondents and there is a statistically significant relation between the active use of social media platforms and the highest level of education achieved of the respondents in selected corporations in the Czech Republic.

Keywords: Czech Republic; digitalization; HR marketing; human resource management; marketing mix; promotion; recruitment; social media platforms (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:mup:actaun:actaun_2018066061393

DOI: 10.11118/actaun201866061393

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