How to recruit employees: application of selected personnel marketing tools in regions of the Czech Republic and Germany

Abstract

It is important for today's organisations to attract and retain talented employees. Especially in case of the low unemployment, there is a big fight for talents among companies. It is therefore advantageous if the company knows and uses tools of personnel marketing. The perceived importance of selected factors related to personnel marketing was identified within the quantitative research among companies in the Liberec region in 2016. These factors were further used to compare selected indicators obtained by the SHARPEN project survey in 2018 in small and medium-sized enterprises (SMEs) in the Liberec and West Saxony region. The aim of the paper is to answer the question whether there are differences in the application of personnel marketing tools in the Liberec region and in West Saxony, further to map and compare the application of personnel marketing with a focus on recruitment tools. The findings also present challenges which SMEs in these regions face today and evaluate how external personnel marketing is applied to the addressed businesses. The outputs of both realized surveys, in which the authors participated, are used to formulate recommendations in the area of human resources management with a focus on recruitment.