Use of Social Networks in Personnel Marketing
Use of Social Networks in Personnel Marketing

Author(s): Otakar Ungerman
Subject(s): Media studies, Social Informatics, Marketing / Advertising, Human Resources in Economy, Socio-Economic Research
Published by: Masarykova univerzita nakladatelství
Keywords: personal marketing; social networks; market research; human resources;
Summary/Abstract: The paper deals with two current topics, which are social networks and personnel marketing. The review of literature in the paper is focused on the synergy that results from this connection. Personnel marketing as a new field defines an employee as a customer. To achieve higher satisfaction of this customer specific communication channels are used and social networks are one of them. This paper presents a two-level primary research. We have chosen the topic of the paper to fill in the information gap in the application of personnel marketing. The primary qualitative research using in-depth interviews has been applied for this purpose. It resulted in the identification of opportunities in the use of social networks, which was the first partial objective. These attributes were then used in primary quantitative research using electronic questioning. It resulted in the comprehensive overview of the importance of different options for the HR work and in the achievement of the second partial objective. The research was also focused on determining whether the size of the company influences the research result. The paper presents an overall summary of ways how to use social networks and shows the importance of the various ways through which the main objective of the research was achieved. The paper may serve as basis for future theoretical research, as well as it can help companies to implement social networks in their activities and thus increase their competitiveness.

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