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- Title
Využitie sociálnych médií v personálnom marketingu.
- Authors
Ožvoldová, Katarína
- Abstract
Social media have far-reaching uses in many areas. Their original intention of creating communities and connecting people in an informal way has grown into a significant use in business as well, making them one of the important channels in marketing communications. The increasing demands not only of customers, but also of employees lead companies to new ways of approaching brand building and communication. The employees have become the customers, and thus brand building also extends to the field of personnel management and personnel marketing. Companies need to communicate externally as well as internally in order to attract potential or existing employees. Properly grasped communication in personnel marketing becomes a competitive advantage in acquiring qualified labor. The main aim of this article is to create a comprehensive overview of social media that can be used for personnel marketing purposes and to point out the possibilities of their practical use in external or internal communication in relation to potential or existing employees of companies. We reviewed the articles related to the topic of social media in personnel marketing and analyzed social media itself, which can be encountered in the online environment. The results and discussion focus on creating a comprehensive overview of social media that can be used in personnel marketing and points out the possibilities in which these social media can be used in communication in the external environment towards potential employees so that it is possible to build the employer's brand, inform about job positions and obtain suitable candidates. At the same time, it points out the possibilities of using social media in the internal environment towards existing employees in order to achieve employee awareness, communication between employees, building motivation, working relationships, corporate identity and employee education and development.
- Subjects
SOCIAL media in marketing; MARKETING; MARKETING personnel; PERSONNEL management; COMMUNICATION in marketing; SOCIAL marketing; INTERNAL marketing
- Publication
Studia Commercialia Bratislavensia, 2023, Vol 16, Issue 55, p75
- ISSN
1337-7493
- Publication type
Article