Acta academica karviniensia 2016, 16(2):28-40 | DOI: 10.25142/aak.2016.012

HR MARKETING - ATTRIBUTES OF EMPLOYEE RETENTION

Kateřina Maršíková¹, Světlana Myslivcová²

¹ Technická univerzita v Liberci, Ekonomická fakulta, Studentská 1402/2, 461 17 Liberec, Email:katerina.marsikoval@tul.cz

² Technická univerzita v Liberci, Ekonomická fakulta, Studentská 1402/2, 461 17 Liberec, Email:svetlana.myslivcova@tul.cz

This paper deals with the topic of HR marketing and factors of the employee retention implicated on the primary data of large and medium enterprises in the Liberec region. In the theoretical part the aim of the paper is to introduce a concept of the HR marketing and aspects of employer branding as an important factor for employee retention. The empirical part aims to evaluate an extent of usingusing of internal HR marketing tools and their importance for an employee retention. Attributes of the employee retention as an important part of the employer branding are evaluated by specialists from large and medium enterprises in the Liberec region. The importance of these attributes is statistically tested and results prove crucial factors to support quality of employer branding and thus to keep the best and motivated employees. The paper confirms that tools of HR marketing play an important role in the employee and potential employee satisfaction.

Keywords: communication, employer branding, employees stabilisation, HR marketing

JEL classification: M31, M51

Received: November 26, 2015; Accepted: August 24, 2016; Published: June 30, 2016  Show citation