SEGMENTATION OF HUMAN RESOURCES IN CONDITIONS OF THE CZECH LABOUR MARKET

The paper deals with consumer attitudes and perceptions of working life on the Czech labour market, and analyses the possibilities for the segmentation of the Czech labour market. The research is based on an analysis of the data supplied by the MML-TGI Median agency. This data source is highly regarded in targeted marketing. In the first part, the research focuses on the satisfaction of Czech people with their jobs, and remuneration, as well as the identification of prevailing attitudes to work and employee loyalty. The next section identifies the segments of the Czech labour market according to the perceived importance of selected aspects of working life. These segments are further characterized. Segmentation can be seen in marketing from different perspectives. In the field of human resources, segmentation is applicable primarily as psychographic and behavioural. Psychographic segmentation focuses on psychological or personality characteristics, attitudes and values of individuals in selected demographic groups. Both concepts are adequately reflected in this study. The research results provide a new perspective on the issues of employee recruitment, motivation and retention, which may be the real basis for the application of HR marketing in its complexity in organizations operating on the Czech labour market.