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HR marketing in the non-profit sector - a case study of Med Students FOR Vaccination
Klimešová, Nela ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This thesis HR Marketing in the Non-profit Sector - A Case Study of Med Students FOR Vaccination focuses on HR marketing in the non-profit sector, within the specific non-profit organisation Medici PRO Očkování (Med Students FOR Vaccination). Its aim is to find out how internal and external HR marketing of Med Students FOR Vaccination was perceived from the perspective of its former members and thus, through a combination of theoretical framework and practical research, to offer concrete recommendations for improving current practices and strategies and a comprehensive view of how HR marketing in the non-profit sector can help. The theoretical part of the thesis describes non-profit organisations, volunteering, volunteers and their motivations, and HR marketing, its divisions and its possible tools. In the practical part of the research a qualitative method of semi-structured in-depth interviews is used for data collection. Open coding is then used to analyse the data. The research results indicate that the areas of recruitment and orientation and care and support of volunteers are the least positively evaluated by respondents in the HR marketing of the organisation. The other areas are viewed largely positively by respondents, yet they mentioned some requirements and needs for improvement, based...
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