THE PERSONNEL MARKETING AS A COMPETITIVE TOOL IN GLOBAL ENVIRONMENT

This paper deals with personnel marketing that refers to a specific connection of marketing and personnel management. In general, the aim of personnel marketing is to improve the marketing promotion of employer ' s activities in seeking and acquiring workforce in eyes of potential candidates. Nowadays, the personnel marketing is a separate discipline from personnel management. The primary reason for origin is that workforce belongs among significant factors of competitive advantage in the global economy. Personnel marketing focuses on the domestic and foreign labour market to find a potential workforce with required education and experience. At present traditional methods of gaining workforce are not attractive for potential candidates. The reason is the decrease of unemployment rate in European Union (EU) countries. It means that business entities are forced to apply an active approach in seeking, acquiring, motivating and convincing the workforce to increase the competitiveness of the enterprise in the global environment. Based on these facts, personnel marketing is an indispensable tool to increase competitiveness in relevant companies. The aim of the paper is to identify which of tools (product, price, promotion and place) of personnel marketing has the most significant influence on the decision-making on the selection of working position or employer based on a questionnaire. Based on the results of the survey, we find out which of the tools of the personnel marketing mix plays the most important role for potential candidates and suggest recommendations for business entities.