Výzkum obsahu inzerce pracovních nabídek v síti LinkedIn: Případová studie z bankovnictví v České republice

Abstract

Social media is an increasingly used communication channel also in the field of HR management and especial of recruitment. The conducted research is focused on the use of the LinkedIn for personal marketing and recruitment in selected banks in the Czech Republic. The aim of the research study was to compare, in particular, the content of job advertisements in selected banks. The starting point was the current concept of personal marketing and the use of communication through social networks for employee recruitment. Based on the results of the content and correspondence analysis, the differences in the published advertisements of the selected banking companies were investigated. The correspondence analysis was used to evaluate the job advertisement of the selected banks. The study brings evidence of the difference that clearly exists here. In the last part of the study, based on the analysis, recommendations are proposed in the application of personnel marketing on the LinkedIn social network in the banking sector. The research study expands our theoretical knowledge in the field of social network communication analysis with a focus on personnel marketing and also brings practical knowledge for experts who are responsible for this communication in the LinkedIn network.