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Promotion as a variable of HR marketing in selected corporations in the Czech Republic in the context of digitization

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dc.title Promotion as a variable of HR marketing in selected corporations in the Czech Republic in the context of digitization en
dc.contributor.author Bejtkovský, Jiří
dc.relation.ispartof Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
dc.identifier.issn 1211-8516 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2018
utb.relation.volume 66
utb.relation.issue 6
dc.citation.spage 1393
dc.citation.epage 1405
dc.type article
dc.language.iso en
dc.publisher Mendel University of Agriculture and Forestry Brno
dc.identifier.doi 10.11118/actaun201866061393
dc.relation.uri https://acta.mendelu.cz/66/6/1393/
dc.subject Czech Republic en
dc.subject Digitalization en
dc.subject HR marketing en
dc.subject Human resource management en
dc.subject Marketing mix en
dc.subject Promotion en
dc.subject Recruitment en
dc.subject Social media platforms en
dc.description.abstract Today's corporations want to differentiate themselves and be more attractive, popular and interesting for their current and potential employees. HR marketing can help corporations gain a competitive advantage and be different. The purpose of this paper was to determine the current state of use of social media platforms based on the biological age of the respondents and the highest level of education achieved of the respondents in selected corporations in the Czech Republic in the context of HR marketing. The primary data was obtained by a self-administered, structured questionnaire targeted at selected Czech corporations and their employees. The total number of respondents was 588 employees. One research question and two research hypotheses have been formulated. The verification or rejection of null research hypotheses was done through the statistical method of the Pearson's Chi-square test. The results came along with finding that there is a statistically significant relation between the active use of social media platforms and the biological age of the respondents and there is a statistically significant relation between the active use of social media platforms and the highest level of education achieved of the respondents in selected corporations in the Czech Republic. © American Accounting Association. All rights reserved. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1008449
utb.identifier.rivid RIV/70883521:28120/18:63521060!RIV19-MSM-28120___
utb.identifier.obdid 43879384
utb.identifier.scopus 2-s2.0-85060125170
utb.source j-scopus
dc.date.accessioned 2019-07-08T11:59:47Z
dc.date.available 2019-07-08T11:59:47Z
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Bejtkovský, Jiří
utb.scopus.affiliation Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlin, Mostni 5139, Zlin, 760 01, Czech Republic
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