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Personnel marketing - Personnel marketing focused on university students and graduates
Pompová, Dominika ; Tureckiová, Michaela (advisor) ; Eger, Ludvík (referee)
The character of activities of human resource management is in today's world wider and wider, to be a good employer is not enough, it is needed to communicate this message through various channels and grip potential employees, current employees and also the public. On the basis of analyzis of available sources, the thesis summarizes and completes current knowledge in the area of personnel marketing and employer branding, and proves the importance of personnel marketing in the discipline of human resource management. The theoretical part at first concentrates on the general area of personnel marketing, later it covers specific activities of personnel marketing focused on the target group of university students and graduates. The practical part of the thesis describes the approach of a specific organization and activities of that organization focused on the target group of university students and graduates. Later the practical part describes a project of building university relations in which I took a part, the results of this project, and evaluation of the impact of the results. In the end the thesis compares the activities of this organization with prevalent praxis and answers a question if the success of personnel marketing is based rather on quantitative or qualitative approach. Key words...
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Personnel marketing - Personnel marketing focused on university students and graduates
Pompová, Dominika ; Tureckiová, Michaela (advisor) ; Eger, Ludvík (referee)
The character of activities of human resource management is in today's world wider and wider, to be a good employer is not enough, it is needed to communicate this message through various channels and grip potential employees, current employees and also the public. On the basis of analyzis of available sources, the thesis summarizes and completes current knowledge in the area of personnel marketing and employer branding, and proves the importance of personnel marketing in the discipline of human resource management. The theoretical part at first concentrates on the general area of personnel marketing, later it covers specific activities of personnel marketing focused on the target group of university students and graduates. The practical part of the thesis describes the approach of a specific organization and activities of that organization focused on the target group of university students and graduates. Later the practical part describes a project of building university relations in which I took a part, the results of this project, and evaluation of the impact of the results. In the end the thesis compares the activities of this organization with prevalent praxis and answers a question if the success of personnel marketing is based rather on quantitative or qualitative approach. Key words...
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University Relations of IBM
Novotná, Eva ; Nový, Ivan (advisor) ; Louda, Jan (referee)
The content of the thesis is analysing current tools for building a positive image which IBM is trying to make in relationship with students. Related research helped to find out how the company influences students and if the activities of the IBM are effective. Theoretical part analyses the field of University Relations as a piece of Public Relation and connected company image. The next section describes the IBM company, especially the areas which are connected with the main topic of the thesis. The consequent own research discovered how IBM effect on university students, if students know about the possibilities which IBM offer them and which experiences students have with IBM. Based on the results of the research I have made few recommendations for company. The work was elaborated especially for employees of Communication and Marketing department in IBM to show them the possibilites of further improving of the company's image. The thesis may also be profitable for students. It can help them expand their awareness of the possibilities of cooperation with a prestigious company during their studies.
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