Challenges of external personnel marketing

University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26 Zilina, Slovakia

^* Corresponding author: lubica.gajanova@fpedas.uniza.sk

Abstract

Research background: In the long term, employees are without a doubt the most important success factor for any company. Due to the demographic change, numerous companies are increasingly confronted with a shortage of skilled workers and are therefore facing the increased competition in gaining of the qualified employees. This challenge is exacerbated by a globalization, digitization and the change from an industrial society to a service one as well. In addition, the Slovak and worldwide labor market in the coming years will be characterized by a change of generation, which will form the majority of the available potential of the workforce. Against this background, aspects such as employer attractiveness and employer branding are becoming increasingly important and influential in the field of personnel management.

Purpose of the article: Due to demographic developments and the upcoming change of generation, companies will face the difficulty of inspiring qualified employees in the future. This creates numerous challenges for external personnel marketing. The overall goal of this paper is to contribute to the current state of research on the challenges of personnel marketing in the future.

Methods: The method of collecting data through a questionnaire and the contingency analysis to process the data were chosen for this research.

Findings & Value added: The objective of the paper is to setting up specific recommendations for the use of external personnel marketing, against the background of changing requirements and attitudes of generation Z.