The Employer Branding Creation and HR Marketing in Selected Healthcare Service Providers

Bejtkovský Jiří () and Copca Narcis ()
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Bejtkovský Jiří: Tomas Bata University in Zlín, Faculty of Management and Economics, Department of Management and Marketing, Mostní 5139, Zlín, Czech Republic
Copca Narcis: Bucharest University of Economic Studies, Bucharest, Romania

Management & Marketing, 2020, vol. 15, issue 1, 95-108

Abstract: The paper focuses on the employer branding creation and HR marketing in selected healthcare service providers. The employer branding creation and HR marketing have become an interesting and creative area both in the field of HR management and marketing. The process of the employer branding creation and the conception of HR marketing coming from within the organizations and corporations could an interesting and effective tool that management not only in healthcare service providers could use to create a relationship with their current and also the potential employees. The aim of the article was to find out, among other things, which factors influence the choice of the employer (concerning the selected healthcare service provider). This study was researched on the gender and biological age of the respondents. For research purposes, a structured questionnaire was used. This questionnaire was distributed among selected healthcare service providers in the Czech Republic. The proposed research hypotheses have been verified through research. The statistical method of the Pearson’s Chi-square test was chosen to verify the research hypotheses. This research study has brought the compelling findings. Firstly, that there is a statistically significant relationship between the factors influencing the choice of the employer (the selected healthcare service provider) and the age of the respondents, and secondly that there is a statistically significant relationship between the factors influencing the choice of the employer and the gender of the respondents in selected healthcare service providers in the Czech Republic.

Keywords: employer branding creation; HR marketing; healthcare service providers; human resource management; employees; Czech Republic (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:15:y:2020:i:1:p:95-108:n:6

DOI: 10.2478/mmcks-2020-0006

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